9 Upfronts 2026 | Nine to provide a single and unified solution to trade across 9Now, Stan Sport and HBO Max – Nine today revealed how it is delivering on its proposition to unify ad data across 9Now, Stan Sport and HBO Max, streamlining access through a single, unified solution to create a powerful programmatic tool for brands to maximise campaign effectiveness.
With Nine maintaining control of the programmatic supply chain, the unification of data, reach and frequency represents a new level of transparency.
The unification allows for ease of trading and maximum efficiency across premium video brands – 9Now, Stan Sport and HBO Max – and will allow clients to not only continue to buy each asset individually but also allow for unified reach and frequency across all three.
This will create greater scale for targeting segmentation as well as making campaign optimisation more efficient.
Utilising Nine’s 22 million verified signed-in users, Nine has consolidated its adtech and data infrastructure across all its assets – video, publishing and audio – resulting in richer audience insights and allowing brands to reach specific audiences with pinpoint precision.
The recent addition of advertising on Stan Sport, combined with Nine being appointed the exclusive sales representative of HBO Max in Australia, has allowed advertisers to achieve unparalleled impact and scale, delivered from a single, brand-safe ecosystem.
Nine’s Commercial Director – Digital, Nick Young, said:
“We are focused on making it as easy as possible to access our highly-engaged customers and unlock the full potential of our data and programmatic stack. We’re cutting out waste so our clients can maximise as much of their budget into actual working media as possible, whilst maintaining the control and transparency they need.”
Media Release – Nine
Link to 9Now HERE
TV Central Nine content HERE
9 Upfronts 2026 | Nine to provide a single and unified solution to trade across 9Now, Stan Sport and HBO Max
