Nine's technology programatic platform looks set to underpin automated ad buying for Australian broadcast TV, according to an agreement announced by ThinkTV. Media agencies have long been pushing broadcasters to coalesce around a single demand-side platform (DSP) and welcomed the initiative. 

A platform powered by 9Galaxy is expected to be operational in around six months. It should make buying TV and video across screens easier and will allow advertisers to use data in a bid to drive better results and efficiencies. When the VOZ database launches, which combines OzTAM, RegTAM and Nielsen data, buyers should also have a better handle on audiences, and be able to buy on more targeted and granular demographics.

“The combination of a unified purchasing platform and a cross screen audience currency will enhance how we plan, buy and measure across video and television," said MFA chairman, Peter Horgan. “We commend all participants in coming together to create this solution. This initiative has our full support.”

ThinkTV CEO Kim Portrate said the agreement marked “a red-letter day for the television industry” and media buyers, suggesting that the “impact of this move will be felt for years to come.”

However, while the agreement has been announced, the TV networks' commitment is dependent on the delivery of a fully costed business and operational plan.