Dentsu Inc. begins using Yahoo! JAPAN's advertising exchange platform "Yahoo! Ad Exchange"
The text of the Dentsu Inc. news release distributed on May 30 is as follows.
May 30, 2017
Dentsu Inc. Begins Utilizing Yahoo! JAPAN's Advertising Trading Platform "Yahoo! Ad Exchange"
Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) will begin using the new advertising exchange platform "Yahoo! Ad Exchange," announced by Yahoo Japan Corporation (Headquarters: Chiyoda-ku, Tokyo; President and CEO: Manabu Miyasaka; hereinafter Yahoo! JAPAN) in May this year, starting in July.
Yahoo! JAPAN recently announced "Yahoo! Ad Exchange" to strengthen its programmatic advertising capabilities. Utilizing this platform enables advertisers and publishers to conduct internet advertising transactions with a focus on reliability. Additionally, under certain conditions, it allows for advanced advertising transactions leveraging Yahoo! JAPAN's multi-big data.
Meanwhile, our company has been providing diverse data-driven marketing support services to client companies through our proprietary public DMP (Data Management Platform), "dPublic"※1, and "STADIA"※2, an integrated marketing platform for digital ad delivery and effectiveness verification based on actual TV viewing logs.
Moving forward, we will utilize "Yahoo! Ad Exchange" within our currently offered Dentsu Inc. PMP (Private Marketplace)※3 to conduct inventory transactions targeting premium media such as Yahoo! JAPAN. This will enable ad delivery to unique segments derived by combining diverse data from our offerings like "dPublic" and "STADIA" with Yahoo! JAPAN's multi-big data.
For example, we plan to deliver ads to our unique segments created by combining "STADIA" data with Yahoo! JAPAN's multi-big data, targeting light viewers (low TV audience segments) (see Figure 1).
In providing these services, we will collaborate with our subsidiaries Dentsu Digital Inc. and Cyber Communications Inc. (CCI), as well as various Research Panel, Inc. panels, to implement advanced ad delivery and PDCA cycles.
■Concept Diagram of This Collaboration
■Figure 1: Advertising Delivery Concept
*1: A public DMP (Data Management Platform) that enables more precise planning and targeting by linking Dentsu Inc.'s data assets—① approximately 400 million audience data points, ② media data, and ③ panel survey data—with client companies' data. It has been linked with "Yahoo! DMP" since September 2016. Details: http://www.dentsu.co.jp/news/release/2016/0801-008994.html
※2: An integrated marketing platform that serves as a tool for verifying the effectiveness of attitude change initiatives—such as driving action, fostering awareness, and sparking interest—and deriving improvement measures. It does so based on web audience data linked to actual viewing log data from approximately 520,000 TV sets with advertising permission (11.4 million IDs as of April 2017). Simultaneously, it enables digital ad delivery to individual viewers based on actual TV viewing log data.
※3: Dentsu Inc.'s proprietary large-scale private marketplace, an automated trading system enabling advertisers to prioritize purchasing limited, high-value premium ad slots owned by media companies. By having advertisers, agencies, and publishers pre-agree on ad placement sites and prices, it facilitates understanding of ad placement sites and ensures transaction transparency. It is also a new initiative in Japan's internet advertising market that resolves various challenges faced by advertisers and publishers, contributing to enhancing corporate brand value. It offers a wide range of high-quality ad slots, with approximately 250 participating publishers (as of April 2017).
End
Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2017/0530-009301.html
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