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Dentsu Inc. becomes Japan's first partner certified by Integral Ad Science, the world's largest company measuring ad value erosion on the web.
The text of the Dentsu Inc. news release distributed on March 14 is as follows.
March 14, 2017
Dentsu Inc. Becomes First Japanese Partner of Integral Ad Science, World's Largest Web Ad Value Deterioration Measurement Firm
Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) has been certified as Japan's first "Certified Viewability Partner" *2 by Integral Ad Science (IAS) (Japan Office: Shinagawa-ku, Tokyo; Representative Director: Taro Fujinaka) , the world's leading provider of ad value erosion measurement.
As programmatic advertising expands rapidly and web advertising systems become increasingly automated, it has become proportionally more difficult to verify ad transactions. Consequently, issues affecting advertising value have emerged, such as: "Is the ad actually being seen?" (viewability), "Is the ad being viewed or clicked by 'machines' rather than 'people'?" (ad fraud), and "Is the ad being displayed on inappropriate sites?" (brand safety).
In response to this situation, we have been working to minimize the risk of ad impairment in web advertising, primarily through Dentsu Inc . PMP※3, by measuring and countering ad impairment risks with third-party institutions. As a result of these efforts, we have received the "Certified Viewability Partner" certification from IAS, the world's largest provider, becoming the first Japanese company to do so.
Moving forward, we will continue to strengthen various initiatives, particularly in programmatic transactions, to minimize ad-damaging risks, starting with Dentsu Inc. PMP.
※1 Integral Ad Science (IAS): A global technology company providing safe, high-quality ad placements and transparency for digital campaigns, regardless of location or device, for internet advertisers. Its solutions are used by 80 of the top 100 global advertisers and over 2,500 publishers
Its solutions are adopted by 80 of the Global Top 100 advertisers, over 2,500 publishers, and more than 150 technology partners. It also holds MRC (Media Rating Council: a U.S. industry association that audits and certifies media measurement companies) accreditation for all ad verification measurement categories—desktop, mobile, display, video viewability, and Sophisticated Invalid Traffic (SIVT)—making it the vendor with the most accreditations.
※2 Certified Viewability Partner and Certified Viewability Partner Program:
Program: Participating publishers, agencies, and technology vendors leverage IAS's industry-exclusive "Discrepancy Free" (Discrepancy Free: ensuring no discrepancies or errors occur on both the supply and demand sides) data and solutions provided by IAS. This commitment to transparency and integrity in digital campaigns extends to over 1,600 IAS-using advertisers globally and the entire digital industry.
※3 Dentsu Inc. PMP: A proprietary large-scale private marketplace enabling advertisers to prioritize purchasing high-value, limited premium ad inventory.
Premium advertising slots. By pre-determining placement sites and prices among advertisers, agencies, and publishers, it facilitates site visibility and ensures transaction transparency. This initiative addresses various challenges faced by advertisers and publishers, contributing to enhanced brand value and representing a new approach within Japan's internet advertising market.
It offers a wide range of premium ad slots, with approximately 250 participating publishers (as of March 2017).
It has already launched services for display ads and video ads (Premium Video series).
End
Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2017/0314-009192.html
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