9 Upfronts 2025 | Nine announces new Data Stack and 9Tribes Expansion – Nine today announces it has rebuilt its data stack to deliver one of the most advanced audience data platforms for advertisers in Australia. Nine will also expand 9Tribes to include more new intender audiences to ensure brands can reach hard-to-find consumers.
The new platform gives advertisers access to comprehensive, real-time insights, targeting and sales-based measurement built on Nine’s unique first party audiences to ensure return on investment for advertisers is unparalleled to deliver better business results.
With first party, logged in data critical to brands being able to have a direct relationship with consumers, Nine has undertaken a program of technology and product upgrades to create the most comprehensive and cohesive single view of the consumer in the market and closes the gap with global platforms.
This single view is made possible by Nine’s new real-time Customer Data Platform, implemented in partnership with Adobe, which is now live. The CDP brings together data from Nine’s 22 million logged in users across the entire Nine suite of brands. It collects their demographic, content consumption and behavioural information. It also brings in data from selected partners like flybuys and Equifax to create rich, detailed, real-time profiles of audience members.
For brands this means the real-time capabilities of the CDP, together with new capability to identify audiences wherever they are across the Nine suite of brands, give the richness of insights into consumer behaviour.
The expansion of 9Tribes to include more new intender audiences in all product categories will allow brands to find potential customers in their category that aren’t necessarily converted yet.
Advertisers will be able to target recent buyers that have purchased a rival brand utilising insights that cover state, region or postcode. Utilising Adobe’s predictive artificial intelligence to model buying intention, billions of data points are being used to create the new 9Tribes intender audiences.
In 2025, Nine will also be expanding the forecasting in 9Predict – which uses AI to predict audience availability in broadcast – to now include 9Now inventory, ensuring brands can connect with 9Now’s fast-growing viewership.
Through the CDP – and data from partners Equifax, Flybuys and Azira – Nine has integrated more than 40 data sources from across Nine’s assets, collecting real-time data points every month about who Nine’s audiences are, what they watch, read and listen.
To super-charge these insights, Nine is also announcing a partnership with DataCo that allows Nine to create rich consumer profiles based on category spend from cardholders.
With Australia’s most diverse audience, Nine’s data can provide insights to help brands plan campaigns such as millennials aged 25-39 make up 31% of Nine’s total audience; or that nearly 60% of our active subscribers of The Sydney Morning Herald are also active 9Now viewers.
The suite of tech and data upgrades allows brands to have a better ability to match their customer data with Nine’s audience data.
The upgrade also allows brands that have their customer data on the Adobe Experience Platform to match Nine’s first party data without moving between instances of the CDP. In 2025, Nine will be building connectors for brands who have their data on Tealium or Salesforce to facilitate secure matching.
“With 22 million registered users, Nine’s first party data is recent, relevant and we’re transparent about where it comes from,”
– said Suzie Cardwell, Nine’s Chief Data Officer.
“Nine’s tech stack and data gives a market-leading return on investment for brands and advertisers. The combination of Nine’s ability to identify audiences and bring that together with these rich behavioural and content consumption signals allows us to create the most comprehensive, single view of the consumer in the market.”
“For our advertisers, our ability to understand what our audiences are interested in ensures we identify audiences most interested in their product. This allows us to identify the audiences most interested in their product and allows for a seamless and accurate view of who they are.”
Media Release – Nine
Link to 9Now HERE
TV Central Nine content HERE
9 Upfronts 2025 | Nine announces new Data Stack and 9Tribes Expansion
