Dentsu Inc. and Dentsu Digital Inc. Expand Functionality of Integrated Digital Advertising Marketing Dashboard "EASI™ Monitoring" for Full-Scale Rollout

The text of the Dentsu Inc. news release distributed on March 20 is as follows.

March 20, 2019

Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) and Dentsu Digital Inc. (Headquarters: Minato-ku, Tokyo; President: Yoshihisa Suzuki) have expanded the functionality of "EASI™ Monitoring" (*1), an integrated marketing dashboard that consolidates and visualizes digital advertising delivery performance data and results reports online. Full-scale service provision begins today.

While a beta version of this dashboard has been available to select advertisers, the service is now being offered to a broader range of advertisers following significant expansion of supported media and metrics, along with the completion of integration with advertisers' internal ordering systems.

The full launch covers over 20 major advertising platforms, including Google Ads, Yahoo! Promotion Ads, Facebook Ads, Twitter Ads, LINE Ads Platform, and various DSPs. Integration with APIs and the implementation of RPA (Robotic Process Automation) enable daily automated collection of media data and report generation, significantly streamlining and accelerating reporting tasks for digital advertising.

The daily updated reports, available online for viewing, include fundamental metrics such as ad impressions, clicks, video ad views, spend, and conversions by media and creative. They also feature linked metrics tied to performance indices measured by website analytics tools like Google Analytics and Adobe Analytics, as well as CPA (Cost Per Action) indicating the cost per acquisition. This centralized management of advertising effectiveness reduces workload, enabling marketing personnel to focus on optimizing budget allocation and developing marketing strategies to maximize advertising impact.

Furthermore, "EASI™ Monitoring" now offers features that ensure the reliability and transparency of digital advertising. These include ad verification metrics (※2) indicating brand damage risk and the "True Lift Model™" (※3) metric, our group's proprietary method for accurately evaluating advertising effectiveness.

This service offers a free version that automatically generates basic reports, as well as a paid version that can be customized to meet advertiser needs and operational requirements. The paid version integrates and visualizes all marketing-related data according to specific needs. For example, it can integrate data from advertisers' owned media, social media, CRM systems, etc., with consumer attribute data, purchase-related data, and mass advertising-related data accumulated in our group's proprietary "People Driven DMP®" (※4). This creates a unified marketing dashboard that can be considered a single business intelligence solution.

Furthermore, our group has established a one-stop support system to build the necessary system environment for the data flow that makes this possible.

<Image of EASI™ Monitoring Online Report>

*The circle at the bottom of the diagram shows an enlarged view.

Moving forward, our group will continue to provide services that support timely decision-making in corporate marketing activities. This will be achieved through expanding the functionality of "EASI™ Monitoring," further enhancing the reliability and transparency of digital advertising, and promoting the integrated aggregation and centralized management of dispersed marketing data.

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※1: What is EASI™ Monitoring?

EASI™ stands for Enhanced Automation for Systemic Integration. Under the EASI™ concept, our group develops platforms that automate and optimize all aspects of digital advertising operations. EASI Monitoring integrates the automated reporting functionality previously provided under the name iAnalyse into the EASI™ platform.

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※2: Ad Verification Metrics

Metrics that assess value erosion in internet advertising, such as whether "ad impressions or clicks are being generated fraudulently by 'machines' rather than 'people'" (ad fraud) or whether "ads are appearing on inappropriate sites" (brand safety). These metrics are provided as standard for advertisers using ad verification tools from companies like Integral Ad Science.

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※3: About "True Lift Model™"

This metric derives the "true effect" of advertising by appropriately subtracting the conversion value (CVR) of users who would have converted naturally even without ad exposure from the total CVR of all users exposed to the ad. It is provided as standard for advertisers conducting "True Lift Model™" analysis.

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※4: People Driven DMP®

This is our group's proprietary data platform that enables the utilization of audience data from PCs and smartphones, TV and radio viewing log data, web and OOH ad exposure data, panel data, purchase data, location data, and more, all centered around the individual. Our group is advancing data and technology collaborations with diverse partner companies to further strengthen this data platform.

Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2019/0320-009783.html