Nine, at its upfront 2025, announced partnerships with Adgile and DataCo, enhancing the media group's advertising measurement and attribution capabilities.
The Adgile collaboration will provide real-time insights into web traffic, app engagement, and share of search, ensuring comprehensive reporting at the campaign level.
“We believe that transparency and measurement are critical in today’s advertising landscape,” said Nick Young, Nine’s commercial director - digital.
“With Adgile’s expertise, we can offer our clients the tools they need to understand the real impact of their campaigns, whether they are investing $20,000 or $20 million.”
Nine is also partnering with DataCo to integrate rich consumer profiles based on aggregated category spend via ANZ data.
DataCo securely connects this data with Nine’s own, to provide insights into sales uplift and category spend outcomes, directly linking them to exposed audiences to measure advertising impact.
Nine will also enhance its attribution reporting to ensure advertisers have the most accurate and actionable insights. Nine will enhance its reporting capabilities by incorporating web traffic and search data insights into every report.
This initiative will empower advertisers with multiple data points and granular insights, enabling a thorough understanding of the effectiveness of their TV advertising efforts.
In the coming months, Nine will launch automated campaign reports with self-serve dashboards for every 9Now campaign. These reports will feature in-target delivery and reach metrics, 9Tribes analytics, and footfall traffic reports powered by Near.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.