The text of the Dentsu Inc. news release distributed on October 17 is as follows.
October 17, 2017
Dentsu Inc. Launches 'Ad Verification Promotion Council' with Integral Ad Science and Others to Strengthen Ad Verification Awareness and Measures in Japan
Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) has launched the "Ad Verification Promotion Council" together with Integral Ad Science Inc. (*1) (hereinafter "IAS"), Momentum Inc. (*2) (hereinafter "Momentum"), Dentsu Digital Inc., and Cyber Communications Inc. to fully implement ad verification initiatives for web advertising. This initiative aims to deepen the understanding of the current state of ad verification issues in Japan and research concrete countermeasures. The findings will be published periodically as white papers, providing useful data to assist advertisers in their campaigns.
As web advertising systems become increasingly automated and efficient, accurately capturing actual ad transactions has become difficult. Accurate assessment of the current state and comprehensive countermeasures for issues that undermine advertising value—such as "whether ads are actually being seen" (viewability), "whether fraudulent impressions or clicks are being generated by 'machines' rather than 'people'" (ad fraud), and "whether ads are appearing on inappropriate sites" (brand safety)—have become urgent priorities.
Through collaboration with both companies, Dentsu Inc. will objectively assess the domestic situation, including comparisons with major overseas markets. We will also analyze methods to translate measured data into performance improvements and publish case studies illustrating these insights.
※1 Integral Ad Science (IAS):
A global technology company providing safe, high-quality ad placements and digital campaign transparency for internet advertisers, regardless of location or device. Its solutions are adopted by 80 of the top 100 global advertisers, over 2,500 publishers, and more than 150 technology partners (as of October 2016). Additionally, as an ad verification measurement vendor, it holds MRC (Media Rating Council: a U.S. industry organization that audits and certifies media measurement companies) accreditation across all categories: desktop, mobile web & app, display & video viewability, and sophisticated invalid traffic (SIVT) detection.
※2 Momentum Inc.:
Provides "Black Swan" for brand safety in ad delivery and "Black Heron" for ad fraud prevention based on proprietary audience and media data. In July 2017, it became a group company (consolidated subsidiary) of Syn. Holdings Co., Ltd. Together with Supership Inc., which operates digital advertising businesses within the same group, it is working to enhance services while developing ad verification solutions to promote the sound development of Japan's digital advertising industry.
End
Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2017/1017-009384.html
