Nine Moves Toward Platform-Agnostic Ad Buying With Imagine

Imagine CEO Tom CotneyImagine CEO Tom Cotney

At a Sunday evening press event, Imagine Communications announced its evolving role in Nine Entertainment Co.’s 9Galaxy automated TV trading platform.

As one of the largest free-to-air broadcasters in Australia, Nine is changing the way audience segment buying takes place across its programming, helping media agencies remove 80 percent of the workload associated with TV ad market trading by moving away from spot-based sales to audience impressions, according to Tom Cotney, CEO of Imagine.

Nine is using Imagine’s xG GamePlan cloud-native booking optimizer to facilitate an audience-based approach to ad inventory management, said Cotney. xG GamePlan played an integral role in 9Galaxy’s custom “best-of-breed” ad buying automation platform, which is itself an important part of the broadcaster’s goal to make all inventory available to advertisers and brands in an automated way by 2020.

Nine is using xG GamePlan to optimize advertising inventory across four channels, each with five regional variations.

Imagine has changed a great deal in the 16 months since he joined as CEO, said Cotney. The ad tech software business behind xG GamePlan was broken out and managed at a business unit level, for example. Another focus is teaching customers how to extend the life of current equipment as they evolve their businesses at a pace right for them.