On April 26, Dentsu Inc. announced a new initiative in Japan's internet advertising market: the launch this spring of Japan's first service for programmatic delivery of audio ads, "Programmatic Audio Ad." This service will be rolled out as part of Dentsu PMP*1's "Premium Audio Series." With the proliferation of smartphones and improved communication infrastructure, demand for audio content such as internet radio and music streaming services is growing in Japan. However, methods for delivering audio advertising within the internet environment have yet to be established. To explore the potential of audio advertising, Dentsu will develop this service utilizing technology provided by Triton Digital※2, a U.S. company with expertise in programmatic audio advertising delivery. This enables Dentsu Inc. PMP to deliver audio ads in real time based on target attributes. Moving forward, the company will collaborate with media companies, including radio stations, that create compelling audio content to develop products. It aims to pursue new possibilities for audio advertising while promoting the adoption of programmatic audio ads in Japan.
※1 Dentsu Inc. PMP: A large-scale private marketplace developed independently, providing an automated trading mechanism that prioritizes the purchase of limited, high-value premium advertising slots owned by media companies. It offers a wide range of high-quality advertising slots, with approximately 230 participating media companies (as of April 2016). To date, it has launched display advertising and video advertising (Premium Video series).
※2 Triton Digital: Founded in 2006. A major U.S. technology vendor enabling programmatic delivery of digital audio advertising, currently operating in 36 countries worldwide.
