Mr. Yuzo Tanaka, Executive Officer, D.A.Consortium Inc. (DAC) talks about the recent launch of DAC’s ‘Trading Desk’. Here he discusses the recent partnership with Adnetik - and how it will provide online marketing strategies to grow programmatic buying and RTB in the Japanese marketplace.

For those unfamiliar with your “trading desk” proposition, can you give a brief summary of what kind of service it is?

Our trading desk is effectively a service provider that trades media and data assets using real-time targeting and trading technology to improve marketing efficiency. The service calculates opportunities for advertisers instantly using algorithmic technology- a service quite similar to the trading used for the exchange of stocks in financial markets. Trading desk businesses have rapidly developed in the digital advertising world in recent years as a result of real-time bidding and demand-side platforms. Especially in the display market, where new capabilities and audience targeting tactics have emerged, making the tasks for advertisers and agencies more complicated as seen in the growing needs for performance-based operations and adoption of innovative technology.　DAC has decided to set up the trading desk service to provide a one-stop service which also offers complex marketing strategies/planning, operations, and reporting.

DAC established an in-house specialized team dedicated to provide maximum campaign management support services whilst leveraging the resources of DAC group companies.

By partnering with Adnetik, DAC will capitalize on Adnetik’s trading expertise and will appeal to a larger customer base including global advertisers who require local market knowledge in Adnetik’s existing markets in order to purchase digital media more efficiently.

What does the partnership between D.A.Consortium and Adnetik mean for D.A.Consortium’s offering?

Although DAC has set up a trading desk partnership with Adnetik, our first challenge is to tackle the problem of understanding how the actual programmatic media buying process will work in Japan and define what inventory we will have access to through our own trading desk technology. So we’ll be busy working with Adnetik to better understand how we will work with the supply-side and deliver excellent service using standard best practices at DAC. We are also busy training our trading desk team internally so they are familiar with all the aspects surrounding programmatic buying and media optimization.

What benefits will the partnership bring to your clients?

The United States has been actively participating in programmatic buying for a couple more years than Japan. Therefore, we hope to leverage the knowledge and skills of Adnetik in the space to propel our own team to a position of strength to help drive the growth of programmatic buying within the Japanese digital advertising market.

As a result, we expect our clients will benefit from having an experienced and highly skilled Japanese team running the DAC trading desk, who will be driving efficiencies for their online media spends through programmatic buying and optimization.

How will "trading desk" proposition work in the Japanese market?

We provide three main services for our clients.

First, we aim to provide customized support for each campaign run by an advertiser/agency to increase efficiency in buying inventory by leveraging RTB technology for multiple digital media formats.

Second, we propose solutions for our clients in order to take advantage of digital advertising in accordance with DAC’s proprietary service in order to maximize the ROI.

And third, we aim to provide support on policies to improve efficiency of all the online marketing processes including attribution analytics, search ad and social media management in partnership with DAC’s group company iREP, and to continue to lead in digital technology and innovation.

What impact will having a trading desk have on the volume of inventory bought through RTB?

I cannot give a definitive answer on what influence our trading desk may have on inventory sold at this stage. What I can say is that as we continue to buy more and more media through our trading desk, our activity within the space will definitely help expand the overall Japanese RTB transaction market.

Also, there are other factors at play in the market which we believe will grow the RTB market in Japan, such as the continued growth of display and search etc, so we are looking at a rapid growth of programmatic buying across the entire online media advertising space. This is an exciting prospect.

How is this partnership with Adnetik likely to develop?

We want to continue to further provide solutions for advertisers and agencies by strengthening our co-operation with Adnetik for inbound and outbound ad trading, by adopting US operating methods and by continuously aiming to develop new ad-technology.

We will further promote development of technology and products to meet the advertiser, agencies and online publisher’s needs, and to contribute towards advertising business growth, as well as aiming to fulfill our vision of building an “e-Ad Platform”.

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