Nine and Fairfax to launch APEX premium mobile exchange as MCN walks away
Barnett
Publishers Nine Entertainment and Fairfax Media will today announce the launch of a premium programmatic exchange for mobile ad inventory, called the Australian Premium Exchange (APEX), as the two publishers seek to try to curtail the growing power of the likes of Google and Facebook in online advertising space.
Mumbrella understands that the mobile exchange move is a first step, with ambitions for APEX to eventually include desktop ad inventory as well.
APEX was originally conceived as a joint venture between Nine and Fairfax, with the Multi Channel Network (MCN) being brought in around the middle of the year. However, the pay-TV sales house is understood to have walked away from the exchange within the last fortnight, ahead the formal announcement expected later today.
Woweee. A Premium Programmatic Exchange for mobile ad inventory! I’ve always wanted one of those but didn’t know where they were buried.
Speak English, for heaven’s sake.
If they were even vaguely serious they would block Google from their inventory. Until they do that they will be simply wasting time and money on fiction.
Hey Ross Tester if you don’t understand what they are talking about then you’re probably not going to be the one buying the inventory.
I truly hope it succeeds. Its not healthy for Google and Facebook (and potentially Twitter) to dominate the local programmatic space.
Neither of them pay anywhere near their fair share of corporate tax in Australia (derisory amounts only) and as such don’t compete on a level playing field. The tax base gets eroded, RTB drives down CPM yields and local publishers go out of business. Its a lose, lose, lose for Australia.
So brands weren’t going to buy the remnant off one of the publishers… why would they buy it off two?. It would have to yield stronger results than other programmatic providers and I very much doubt they have the experience, scale or the data to do this. Unless everyone gets on board I can put my hand on my chest and say this is a waist of time. They should just plug it through the standard exchanges and let the best bid win…. it will end up getting there but in the meantime they are going to try and salvage their yield till they are forced into competing with every piece of inventory. Direct and programmatic are two different things… stick with what you are good at! and that should be custom solutions that match editorial content… in 2 years I don’t see this existing.
Barnett also walking away. Last shred of exchange expertise leaving nine before they even get it off the ground.
Waist of time lawwllll
Premium programmatic – is that an oxy moron? Maybe I’m a moron. Could have sworn premium $ are shifting to programmatic.
Finally, Mi9 and Fairfax mobile remnant inventory on the cheap.
The Sales Guys and Yield Managers can head to the pub.
Has anyone actually seen an actual announcement?
@Ross Tester see that oblong in the top right hand side of this article? You know, the one displaying an advertising message promoting a good or service? That “inventory”, similar to most online advertising, was more than likely purchased via a “programmatic exchange”.
I’d recommend “Googling” any of the aforementioned terms before instructing the author to “speak english” to avoid all of us back-pedalling into primordial ooze.