Nine will now make it easier for agencies and brands to buy its custom high-impact mobile advertising products, extending its partnership with Playground XYZ to provide a new mobile programmatic offering.

As Nine continues to spearhead mobile ad product innovation in Australia, recently launched ad formats including the Super Skin, Side Push, Top and Tail and Cinema will now be available programmatically, allowing advertisers to reach over 6 million Australians who access Nine and Microsoft’s digital properties on their smartphones every month with ease.

Ben Gunn, Nine’s Director of Sales, Digital said: “Mobile advertising success in 2016 is as much about delivering an engaging mobile user experience as it is about providing a compelling, measureable outcome for the advertiser.”

Rob Hall, CEO of Playground XYZ, said: “When we show people these highly customised ad formats the assumption is that they’d be a pain to trade. We’ve worked tirelessly on making scale and ease part of the offering.” 

“On the creative front that means building one ad execution that works seamlessly across all certified sites. Now, on the trading front, we’ve enabled the delivery of these ads through Nine’s programmatic marketplace.”