Nine sales boss calls for industry-wide trading platform for TV and digital ads
The chief sales officer of Nine has called on the major TV networks and digital publishers to look at building a single industry-wide platform for the purchase of ad inventory.
Stephenson: industry needs to look at industry-wide trading capability
Speaking at Nine’s launch event for its rebranded web presence Michael Stephenson appeared to attempt to reinvigorate abortive efforts for both one overarching TV trading platform and for a publishers’ exchange for digital inventory.
“The final journey in our advanced advertising capability is to create an industry-wide marketplace that makes the purchase of all of this inventory across all platforms, across all networks and hopefully across all publishers, that makes it as easy as possible (for media buyers) to buy that inventory,” Stephenson said.
Nine calling on the media industry might have held some gravitas 10-15 years ago, but nowadays it’s like Hills Hoist calling on the housing industry to return to the quarter-acre block.
@stilltheone
Not really. The Nine TV network alone counted for over $1bn of the $7.9bn in total ad revenue last year. I’d suggest that makes them a major player given its over 12% of the entire market spend, it equates to more than 50% of the $1.8bn in TOTAL digital ad spend for 2015 ($90m of which was across Nine’s digital assets) and double that of Googles overall ad revenue.
But you keep on trolling the good troll.