Dentsu Inc. is accelerating efforts to establish a Private Marketplace (PMP) centered on high-value, limited premium advertising slots owned by media companies. This initiative, a new approach in Japan's internet advertising market, leverages technologies like Google's DoubleClick Ad Exchange, which enables selection of premium ad slots.
Currently, RTB (Real Time Bidding)*2-based programmatic advertising is rapidly dominating the internet advertising market. However, alongside this rapid market expansion, various challenges are becoming apparent. For example, advertisers face difficulties in comprehensively tracking all ad placement sites, while publishers struggle to fully grasp advertiser information displayed on their own media. Furthermore, the introduction of market principles like bidding has led to a homogenization of ad space value.
This PMP model allows advertisers, agencies, and publishers to pre-negotiate ad placements and pricing. This facilitates transparency in ad placement sites and transactions, helping resolve challenges faced by advertisers and publishers.
Moving forward, the company will advance the following initiatives with Google's support to establish an integrated premium ad space sales approach in Japan, recruiting publishers with high-value ad spaces:
・Integration with third-party ad delivery platforms such as DoubleClick Campaign Manager, which enables centralized management of ad delivery across multiple sites and measurement of its effectiveness
・Integration with third-party ad delivery platforms such as DoubleClick Campaign Manager
・Integration with Demand Side Platforms (DSPs) like DoubleClick Bid Manager, which support maximizing advertising effectiveness.
※1: Ad Exchange
A system where impressions for specific ad slots are bought and sold through an auction process
※2: RTB (Real Time Bidding)
A purchasing method enabling real-time bidding for each impression of an ad slot
※3: Third-party delivery platform
A platform that centrally manages, delivers, and measures the effectiveness of ads across multiple media outlets
Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2014/1006-003837.html
