The text of the Dentsu Inc. news release distributed on December 11 is as follows.
December 11, 2018
― Enabling Programmatic Advertising Based on World-Class "Location-Based Targeting" ―
Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) will introduce "AdsManager," a programmatic advertising delivery platform based on world-class location-based targeting developed by U.S.-based GroundTruth Inc. (Headquarters: New York State; hereinafter "GT"), to the Japanese market starting December 11. Dentsu has maintained a capital and business alliance with GT since March 2018.
While conventional programmatic advertising platforms target users based on their online behavior, "AdsManager" enables targeting based on people's actual physical visits to stores and facilities. As a result, advertisers can deliver ads with significantly higher precision than ever before.
The tracking of visit behavior is achieved through GT's proprietary technologies "Blueprints™" and "Location Verification," integrated into AdsManager.
Currently, "AdsManager" is used by some of the world's leading companies overseas (※1). While this marks its first introduction to the Japanese market, the platform comes pre-loaded with information on over 12 million locations nationwide. This eliminates the need to register target locations from scratch, enabling swift nationwide advertising campaigns.
Furthermore, AdsManager enables visualization of visit counts to specific stores or facilities, in addition to standard KPI metrics like impressions and clicks used for ad effectiveness verification. This visualization is possible regardless of campaign scale, allowing confirmation of visit effects even with small-budget campaigns.
Furthermore, this platform allows you to track daily visit counts by targeting group and creative without waiting for the ad campaign to end, enabling more flexible and rapid campaign management.
Furthermore, by linking "AdsManager" with "People Driven DMP" (※2), our group's proprietary integrated marketing data platform, we can enable targeted delivery by combining people's offline visit history data with online behavioral data, TV viewing data, purchase data, and more.
Moving forward, we will continue to advance the sophistication of location-based programmatic advertising delivery and strengthen integrated marketing across the entire funnel, from awareness to purchase.
*1: Used by 7 of the top 10 Fortune 100 companies. Source: GroundTruth.
※2: This refers to our group's proprietary "People Driven Marketing" data platform. It enables the utilization of audience data from PCs and smartphones, combined with TV viewing logs, web ad exposure data, OOH ad exposure data, radio listening logs, panel data, purchase data, location data, and more, all centered around the individual.
End
Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2018/1211-009661.html
