It was originally established as a 50:50 joint venture between Microsoft and PBL Media (now Nine Entertainment) in 1997 as "Ninemsn."

Microsoft sold its stake in the venture to Nine Entertainment in 2013 and the company was rebranded as Nine Digital in 2016.

[2] In 2006, Ninemsn purchased 5th Finger Pty Ltd, a leading Australian SMS and mobile marketing service provider.

Ninemsn introduced a new logo and a major redesign in mid-2011, allowing users to customise the site to their own preference.

However, in November 2016, all sub-brands apart from 9Finance and 9Pickle were reorganised under a revised 9Honey umbrella brand that aimed to target women; 9Style was launched to take the previous role of 9Honey while 9Lifestyle was closed.