Dentsu Inc. Launches 'Trading Desk Service' to Specialize in Managing Programmatic Advertising and Maximize Effectiveness

Dentsu Inc. has launched its trading desk service, "Dentsu Audience Network," a specialized organization designed to more efficiently manage the planning and buying of increasingly complex and sophisticated digital media.

Currently, programmatic advertising transactions are rapidly increasing within digital media advertising. This growth stems from the emergence and widespread adoption of numerous platforms enabling Real-Time Bidding (RTB) for ad delivery, which automatically bids on ad slots on websites in real time. Maximizing the effectiveness of RTB advertising requires centralized management of multiple platforms, creating a need for specialized organizations.

Therefore, Dentsu Inc. has established an in-house trading desk staffed by specialists to provide optimal performance for programmatic advertising using RTB to its client companies.

Specifically, it manages multiple services, including a DSP (Demand Side Platform)*1 that manages ad delivery to achieve advertising goals and evaluation metrics, and a DMP (Data Management Platform)*2 that manages data such as user (audience) information. This enables efficient ad delivery at the appropriate timing. By collaborating with group companies both domestically and internationally, it aims to provide "services meeting international standards."

Two Key Features of Dentsu Inc.'s Trading Desk Service

[1] Ability to gain consumer insights regarding products and brands.

Traditional programmatic advertising typically focused on reducing costs to drive users to conversion goals, such as website traffic or brochure requests. However, programmatic advertising using RTB enables precise understanding of user behavior (e.g., what types of consumers visit the site, what types of consumers engage with and react to ads). Dentsu Inc. leverages this RTB-driven consumer insight as the foundation for advertising communication planning, aiming to improve the precision of approaches to users (consumers).

By leveraging the diverse networks of Dentsu Inc.'s domestic and international group companies, we can support the cutting-edge technology used in RTB-based programmatic advertising.

The RTB market has developed primarily in Europe and the US. Dentsu Inc. has established a framework to provide internationally standardized services domestically by enabling collaboration with DSP operators possessing cutting-edge technology through its Aegis Group overseas subsidiaries.

By utilizing Turn, the world's largest DSP provider offering diverse targeting methods; MediaMath, renowned for its bidding logic; and Google's DoubleClick Bid Manager, which enables integration with DoubleClick products like third-party delivery, client companies can access cutting-edge platforms that constantly pursue efficiency and effectiveness. Additionally, the platform enables the use of domestic DSP providers like MicroAd BLADE, IgnitionOne with its unique DSP technology such as analyzing user engagement for delivery, and Rocket Fuel.

Furthermore, Dentsu Inc.'s Aegis Group overseas subsidiaries include Amnet, which provides cutting-edge RTB trading desk services, enhancing the Dentsu Group's competitive advantage in the programmatic advertising space.

Trading desk services are operated in collaboration with Dentsu Inc. subsidiaries Cyber Communications Inc. and Nextedge Dentsu Inc.

Moving forward, Dentsu Inc. aims to share the insights and expertise held by its industry-leading group companies. This will enable the provision of internationally standard programmatic advertising services within Japan and the establishment of a framework to lead "Marketing Convergence"※5.

*1 DSP (Demand Side Platform): A platform in digital advertising that supports advertisers in maximizing advertising effectiveness.

※2 DMP (Data Management Platform): A platform that centrally manages various audience data.

※3 Amnet: A trading desk operated by Aegis Media that organically links various data to deliver online advertising to more precise targets in a more timely manner. Operates in 12 countries worldwide.

※4 Nextedge Dentsu: A performance agency established in 2013 under Dentsu Digital Inc. Holdings. Its mission is to maximize client companies' sales results/ROI through integrated management of SEM (search engine marketing) and display advertising.

※5 Marketing Convergence: Marketing activities that integrate all solution capabilities—from strategy formulation to execution—global data utilization capabilities spanning online and offline, and technical resources ranging from system construction to application development.

Dentsu Inc. News Release: http://www.dentsu.co.jp/news/release/2013/pdf/2013134-1219.pdf