Ad Technology Market in Japan
and CyberAgents’
Ad Technology Business
1
2
3
4
Overview of Ad Technology
Structure of Ad Technology Marketing
CyberAgents’ Ad Technology Business
CyberAgents’ Ad...
0 Introduction
Manager, CyberAgent, Inc.
Director, RightSegment, Inc.
Hideya Kato
【Background】
Mr. Kato began working at C...
What is “Ad Technology”
1 Overview of Ad Technology
Advertising + Technology
Optimize advertising and marketing with the
power of technology.
Providing marketing using unprec...
Advertiser
Purpose of Ad Technology
Media
Sales
Profit
Recognition
Customer
attraction
・・・
Maximize
profit
Want to achieve...
0
50
100 For PC
For smartphone
(Unit: billion yen)
Market Scale of Ad Technology
As the number of RTB venders increases, e...
Structure of Ad Technology
Marketing
2 Structure of Ad Technology Marketing
DSP
Demand Side
Platform
User
Publisher(=Media)
Ad Network
Ad
Agency
SSP
Sell(Supply)
Side PlatformDMP
Data Management
Pla...
(Ref)Ad Technology Marketing for PC
※Source:JP_Chaosmap 2013 Spring
2 Structure of Ad Technology Marketing
(Ref)Ad Technology Marketing for Smartphone
※Source:Mobile landscape JP 2012_ExchangeWire Japan
2 Structure of Ad Technolo...
CyberAgents’ Ad Technology
Business
3 CyberAgents’ Ad Technology Business
Ad Technology sales for CyberAgent
3 CyberAgents’ Ad Technology Business
0.8
1.1 1.2
1.4 1.5
1.8
1.6
1.8 1.9
2.3
0.3
0.5
0...
DSP
Demand Side
Platform
User
Publisher(=Media)
Ad Network
Ad
Agency
SSP
Sell(Supply)
Side PlatformDMP
Data Management
Pla...
CyberAgents’ Ad Technology Business
User
Pure Ads
Reward Ad
SSP
DSP
Ad Network
Ad-tracking
Platform
Ad
Agency
Media
DMP
3 ...
What is the Ad Technology Head Office?
It is a cross-sectional organization consisted of engineers who would
develop vario...
Completeness Expertise
DSP
DMP
Ad Network
・・・
Development by a small
group of staff.
One of the largest
number of ad techn...
CyberAgents’ Ad Technology
Products
CyberAgents’ Ad Technology Products4
Display Ads
- Ad Network
- Dynamic Recommend Ad
4 CyberAgents’ Ad Technology Products
Ad Network for Smartphones
AMoAd, Inc. Established on April 28, 2011
- Ad network specialized in smartphones
- It establis...
Dynamic Recommendation Ads
Dynalyst Service provision began in February 2014.
- Dynamic recommendation ads specialized in ...
DMP
(Data Management Platform)
4 CyberAgents’ Ad Technology Products
Private DMP for Multi-Devices
RightSegment, Inc.
Established on December 27, 2012
Its trade name was changed from Owldata,...
Private DMP Specialized in Smartphone Games
GameAudience Service provision began in February 2014.
Private DMP specialized...
Reward Ad
4 CyberAgents’ Ad Technology Products
Reward Ad for Smartphones
CA Reward, Inc.
Established on October 1, 2010
- One of the largest reward ad network in Japan
-...
Ad Technology Market in Japan and CyberAgents’  Ad Technology Business
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Ad Technology Market in Japan and CyberAgents’ Ad Technology Business

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Table of Contents
1) Overview of Ad Technology
2) Structure of Ad Technology Marketing
3) CyberAgents’ Ad Technology Business
4) CyberAgents’ Ad Technology Products
・Display Ads(Ad Network、Dynamic Recommend Ad)
・DMP(Data Management Platform)
・Reward Ad

Published in: Business, Technology

Ad Technology Market in Japan and CyberAgents’ Ad Technology Business

  1. 1. Ad Technology Market in Japan and CyberAgents’ Ad Technology Business
  2. 2. 1 2 3 4 Overview of Ad Technology Structure of Ad Technology Marketing CyberAgents’ Ad Technology Business CyberAgents’ Ad Technology Products ・Display Ads(Ad Network、Dynamic Recommend Ad) ・DMP(Data Management Platform) ・Reward Ad 0 Table of Contents
  3. 3. 0 Introduction Manager, CyberAgent, Inc. Director, RightSegment, Inc. Hideya Kato 【Background】 Mr. Kato began working at CyberAgent, Inc. in 2008 . Using his experiences of sales, SEM operation, and ad-technology operation from his previous work at an advertisement agency, he was engaged in the development of CyberAgent’s original effect validation tool, “CAMP”, advertisement tracking and DSP. From July 2012, he was in charge of promoting development of ad-technology for smart devices as a Chief Engineer/ Product Manager of smartphone advertisement “AMoAd”. After that, he became in charge of developing CyberAgent’s original dynamic re-targeting advertisement, “Dynalyst”, with a focus on smartphones. In February 2014, he was appointed as Director of RightSegment, Inc (former Owldata). 【Event Speech History】 2011 ad:tech Tokyo (Host: ad:tech Japan Secretariat) 2013 AWS Summit (Host: Amazon Data Service Japan, Inc.) 2013 SMATECH (Host: CyberZ, Inc.) 2014 ad:tech Academy (Host: CyberAgent, Inc.)
  4. 4. What is “Ad Technology” 1 Overview of Ad Technology
  5. 5. Advertising + Technology Optimize advertising and marketing with the power of technology. Providing marketing using unprecedented distribution methods, analysis and data. Ad Technology Overview of Ad Technology1
  6. 6. Advertiser Purpose of Ad Technology Media Sales Profit Recognition Customer attraction ・・・ Maximize profit Want to achieve purposes efficiently and effectively. Want to maximize value per advertisement display Overview of Ad Technology1
  7. 7. 0 50 100 For PC For smartphone (Unit: billion yen) Market Scale of Ad Technology As the number of RTB venders increases, existing display advertising is shifting to RTB display advertising. As the users shift towards smartphones and the contents expand, the smartphone market is rapidly growing. Projection of RTB Display Advertising Market Scale in Japan ※ ※Source: Released on January 31, 2014 (MicroAd, Inc.) Overview of Ad Technology1
  8. 8. Structure of Ad Technology Marketing 2 Structure of Ad Technology Marketing
  9. 9. DSP Demand Side Platform User Publisher(=Media) Ad Network Ad Agency SSP Sell(Supply) Side PlatformDMP Data Management Platform Ad-tracking platform Reward Ad Pure Ads Basic Structure of Ad Technology For Advertiser Services connected between Advertiser and Media For Media 2 Structure of Ad Technology MarketingAdvertiser
  10. 10. (Ref)Ad Technology Marketing for PC ※Source:JP_Chaosmap 2013 Spring 2 Structure of Ad Technology Marketing
  11. 11. (Ref)Ad Technology Marketing for Smartphone ※Source:Mobile landscape JP 2012_ExchangeWire Japan 2 Structure of Ad Technology Marketing
  12. 12. CyberAgents’ Ad Technology Business 3 CyberAgents’ Ad Technology Business
  13. 13. Ad Technology sales for CyberAgent 3 CyberAgents’ Ad Technology Business 0.8 1.1 1.2 1.4 1.5 1.8 1.6 1.8 1.9 2.3 0.3 0.5 0.5 0.6 0.7 0.6 0.6 0.6 0.7 1.1 0.3 0.3 0.4 0.5 0.9 1.1 0.9 1.0 1.3 1.6 0.03 0.05 0.04 0.06 0.05 0.05 0.05 0.05 0.05 0.05 1.5 2.1 2.3 2.7 3.3 3.7 3.3 3.6 4.0 5.1 0.0 2.0 4.0 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 2,012 2013 2014 (Unit: billion yen) QuarterlyAdtech related sales Advertising effect measurement tool Reward Advertisement Ad network RTB
  14. 14. DSP Demand Side Platform User Publisher(=Media) Ad Network Ad Agency SSP Sell(Supply) Side PlatformDMP Data Management Platform Ad-tracking platform Reward Ad Pure Ads Basic Structure of Ad Technology Advertiser3 CyberAgents’ Ad Technology Business
  15. 15. CyberAgents’ Ad Technology Business User Pure Ads Reward Ad SSP DSP Ad Network Ad-tracking Platform Ad Agency Media DMP 3 CyberAgents’ Ad Technology BusinessAdvertiser
  16. 16. What is the Ad Technology Head Office? It is a cross-sectional organization consisted of engineers who would develop various services in the ad technology field for the CyberAgent Group. It was newly established in October 2013. Network field Reward/ affiliate field DSP/DMP field Smartphone media field Agency technology field 3 CyberAgents’ Ad Technology Business
  17. 17. Completeness Expertise DSP DMP Ad Network ・・・ Development by a small group of staff. One of the largest number of ad technology engineers in Japan. Fluidity of HR Network of products on eco system, creation of business opportunities Strengths of Ad Technology Head Office Establishment of organization with over 200 people who are specialized in ad technology as well as superiority in HR 3 CyberAgents’ Ad Technology Business
  18. 18. CyberAgents’ Ad Technology Products CyberAgents’ Ad Technology Products4
  19. 19. Display Ads - Ad Network - Dynamic Recommend Ad 4 CyberAgents’ Ad Technology Products
  20. 20. Ad Network for Smartphones AMoAd, Inc. Established on April 28, 2011 - Ad network specialized in smartphones - It established one of the largest web media networks in Japan. - In addition to game field, it is very strong in advertisement in the field of e-commerce, finance and cosmetics. Companies in the same market CyberAgents’ Ad Technology Products (Display Ads)4
  21. 21. Dynamic Recommendation Ads Dynalyst Service provision began in February 2014. - Dynamic recommendation ads specialized in smartphones - Real time re-targeting, corresponding to multiple OSs - Product recommendation & creative automatic generation, rich delivery inventory Companies in the same market CyberAgents’ Ad Technology Products (Display Ads)4
  22. 22. DMP (Data Management Platform) 4 CyberAgents’ Ad Technology Products
  23. 23. Private DMP for Multi-Devices RightSegment, Inc. Established on December 27, 2012 Its trade name was changed from Owldata, Inc. on February 17, 2014. - Private DMP that responds to multi-devices - It has strengths not only in user data analysis but also in networking with advertisement distribution platform. - It analyzes and categorizes members of corporations, CRM, and ads manuscript data and utilizes the results for marketing. Companies in the same market CyberAgents’ Ad Technology Products (DMP)4
  24. 24. Private DMP Specialized in Smartphone Games GameAudience Service provision began in February 2014. Private DMP specialized in smartphone native games - Items are designed specifically for social game users. - It analyzes and categorizes cross-cutting items over multiple games (e.g. user retention rate, charging rate, number of actions, guild affiliation, etc.) and use the results for marketing. Companies in the same market CyberAgents’ Ad Technology Products (DMP)4
  25. 25. Reward Ad 4 CyberAgents’ Ad Technology Products
  26. 26. Reward Ad for Smartphones CA Reward, Inc. Established on October 1, 2010 - One of the largest reward ad network in Japan - It offers a lot of ad publication projects, exclusive media operation, and consultation performance. - R&D such as high quality SDK development Companies in the same market CyberAgents’ Ad Technology Products (Reward Ad)4

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