9Galaxy chosen as tech solution for industry-wide media buying platform
Broadcasters have today announced 9Galaxy has been selected as the technology solution for the demand-side buying platform (DSP) first announced at Nine’s upfronts in October.
While Seven CEO James Warburton said “we unequivocally back it“, Mumbrella understands Ten has reservations and is not committed to the Nine solution for reasons including independence.
So the broadcasters have handed over their inventory to 9.
Well Done, monumental day for stupidity.
It obviously won’t happen
More a statement for the analysts to stave Off the absence of a strategy to deal with declining ratings,
Channel nine building technology is a rock solid investment in a second NBN
Can they then now call it what it is – a booking platform rather than DSP as there isn’t going to be any true programmatic buying.
If you want to run guaranteed BVOD campaigns across only Nine and Seven that cant be properly optimized towards reach then i suppose it works for you.
Going to be outdated by the time it launches anyway