The text of the Dentsu Inc. news release distributed on March 1 is as follows.
March 1, 2018
Dentsu Inc. Enhances Header Bidding to Improve Transparency in Programmatic Advertising
Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) will promote and strengthen header bidding to enhance transparency in programmatic advertising delivery (the automated, real-time purchase of advertising space based on data).
Header bidding is a type of internet advertising mechanism that allows advertisers to secure their desired advertising space based purely on price competition. It also allows media companies to deliver their advertising inventory at the highest possible price.
The mainstream programmatic advertising delivery mechanism (waterfall model) has had the problem that, no matter how sophisticated the targeting settings were made possible by advances in audience data and technology, it was not always possible to secure advertising space for the target audience. In the waterfall model, multiple bidding platforms are connected to the ad server that ultimately determines the delivered ad, and because there is a predetermined priority order among the platforms, the principle of price competition is not fully realized, creating a bottleneck in the advancement of delivery.
Header bidding allows advertisers to gain priority access to their target users and expand their reach, while also improving the profitability of media companies.
Going forward, Dentsu Inc. will promote header bidding using Dentsu PMP(*) and other tools in the increasingly sophisticated programmatic ad delivery space, driving initiatives that benefit both advertisers and publishers.
※ Dentsu Inc. PMP: A proprietary large-scale private marketplace enabling advertisers to automatically purchase premium, limited-availability ad slots with high added value from publishers. By pre-determining advertising placements and pricing among advertisers, agencies, and publishers, it facilitates clear identification of ad placements and ensures transaction transparency. This initiative addresses various challenges faced by advertisers and publishers, contributing to enhanced brand value within Japan's internet advertising market. It offers a wide range of premium ad slots, with approximately 250 participating publishers (as of February 2018).
End
Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2018/0301-009479.html
