Teads renews Nine digital ad partnership for three years

Teads has renewed its partnership with Nine for three years, keeping its advertising formats across Nine's digital publishing network in Australia.

The agreement covers desktop and mobile placements across nine.com.au, The Sydney Morning Herald, The Age, Brisbane Times, WAtoday and the 9News app. The extension preserves advertiser access to Nine's digital audience across news, lifestyle, sport and entertainment.

According to Ipsos data cited by the companies, Nine's publishing network reaches 15.8 million Australians each month. The same data shows nine.com.au reaches 10.1 million Australians a month, generates 111 million monthly page views and records an average session time of 11 minutes.

For Teads, the renewal reinforces its position in the Australian market as advertisers place greater emphasis on trusted editorial environments and clearer measurement of campaign results. Its formats will continue to run in what it described as vetted environments linked to Nine's news and publishing brands.

Network reach

The extension also highlights the continuing value of large publisher alliances in the open internet advertising market. Media owners and ad tech groups have positioned premium publisher environments as an alternative to user-generated and fragmented digital inventory, particularly as brands face pressure over misinformation, transparency and ad placement controls.

The partnership gives advertisers a way to buy across mobile, desktop and apps within a single publishing network. Teads also pointed to internal and third-party performance measures, including a claim that campaigns in Australia and New Zealand exceeded global Lumen APM benchmarks by 65%.

The metric accompanied the company's argument that attention-based advertising formats can improve outcomes across both brand and performance marketing. Financial terms of the renewed agreement were not disclosed.

Executive comments

Remi Lafon, managing director ANZ at Teads, said the renewal reflected the companies' shared focus on premium journalism and responsible advertising.

"Renewing our partnership with Nine is a testament to the shared value we place on premium journalism and responsible advertising," said Lafon.

"As the digital landscape evolves, brands need scalable environments that deliver both attention and trust. Together with Nine, we're committed to shaping the next generation of high-quality advertising experiences in Australia."

Nine also framed the decision around product development and the fit between its publishing operations and Teads' technology.

"Renewing our contract with Teads was a strategic decision driven by their market-leading tech infrastructure," said Stephanie Drabble, director of product commercialisation and strategy at Nine.

"Their roadmap for innovation aligns with Nine's digital evolution, offering sophisticated automation and creative flexibility. We are excited to see how this partnership continues to push the boundaries of native integration and performance over the coming years."

Market backdrop

The renewal comes as Australian publishers and ad tech suppliers seek steadier revenue from direct partnerships that tie ad demand to established editorial brands. Large local media groups have used scale and audience data to attract budgets that might otherwise flow to social platforms, retail media networks and video services.

In that context, Nine remains one of the country's biggest digital publishing groups through its flagship portal, metropolitan mastheads and news products. Teads, which positions itself as an omnichannel advertising platform, has used publishing partnerships to secure distribution for its formats across premium inventory rather than relying solely on open exchange buying.

The renewed deal keeps those placements running across Nine's digital network, including nine.com.au, The Sydney Morning Herald, The Age, Brisbane Times, WAtoday and the 9News app.