Motivated by the recent discovery of superconductivity in doped NdNiO 2 , we study the magnetic exchange interaction J in layered d 9 nickelates from first principles. The mother compounds of the high-T c cuprates belong to the charge-transfer regime in the Zaanen-Sawatzky-Allen diagram and have J larger than 100 meV. While this feature makes the cuprates very different from other transition metal oxides, it is of great interest whether layered d 9 nickelates can also have such a large J. However, one complexity is that NdNiO 2 is not a Mott insulator due to carrier doping from the block layer. To compare the cuprates and d 9 nickelates on an equal basis, we study RbCa 2 NiO 3 and A 2 NiO 2 Br 2 (A denotes a cation with a valence of 2.5+), which were recently designed theoretically by block-layer engineering. These nickelates are free from the self-doping effect and belong to the Mott-Hubbard regime. We show that these nickelates share a common thread with the high-T c cuprates in that they also have a significant exchange interaction J as large as about 100 meV.