News Bulletin: Nine plots CarAdvice buy, Dentsu acquires programmatic firm

SURRY HILLS, AUSTRALIA, September 2, 2016 — By AdNews

Nine looks to buy CarAdvice

Nine is eyeing, and has made an offer to acquire a stake in the business before eventually taking full ownership in the company. CarAdvice is an editorial site aimed at new car business that also provides a premium targeted advertising environment. It has a large volume of video content and inventory. Nine’s offer includes a minority equity injection made up of cash and contra deals and includes the potential for 100% ownership within three years.

Alex Parsons, chief digital and marketing officer of Nine, says: “Automotive is the single largest ad category for both TV and digital, with ongoing migration online. This is a great example of us targeting verticals which we believe we can build and ultimately own through the cross-promotional capabilities of our TV and digital platforms.”

Dentsu US acquires indie programmatic firm

Dentsu Aegis Network has bolstered its programmatic offering by acquiring Accordant Media, a 70-strong programmatic advertising and technology firm with offices across the US and London. The business is one of the largest independent programmatic providers in the US. Its proprietary technology, Accordant ATS, will join Dentsu’s programmatic hub Amnet, under the group’s media investment platform Amplifi. Dentsu has been rapidly expanding its digital capability via strategic M&As as the business aims to become 100% digital by 2020. Amnet now numbers 640 people in 42 countries.

iSelect sponsors women’s Aussie Rules club

Price comparison website iSelect has become the major sponsor of Melbourne Football Club, one of eight foundation teams that will compete in the inaugural National Women’s League (NWL) next year. The internet business has signed a three-year deal that will run until 2019. The NWL is the first national professional Aussie Rules competition for women and will comprise of eight teams: Adelaide, Brisbane Lions, Carlton, Collingwood, Fremantle, Greater Western Sydney, Melbourne and Western Bulldogs. Interest in women’s sport has grown in the past few years with netball, soccer and T20 cricket raising the profile of national competitions, growing respective fanbases and attracting more commercial partners.

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