SpotX Partners With Dentsu’s CCI to Bring Its Tech to Japanese Broadcasters

SpotX has teamed up with Dentsu’s Cyber Communications Inc. to make its video ad-serving platform available to domestic broadcasters in Japan, the company said Monday.

Since almost all publishers in Japan work with CCI-affiliated companies to buy ads, the move will give SpotX access to the Japanese market. CCI is a digital-focused subsidiary of Dentsu and works with more than 500 agencies.

Japanese media titans, including Tokyo Broadcasting System Television Inc., Fuji Television Network Inc. and Mainichi Broadcasting System Inc., have signed on to use SpotX’s programmatic capabilities in their video monetization processes.

Customers can better manage their inventory in a streamlined, singular space, to which they can bring their first-party data and measurement partners. It’s a one-stop shop for broadcasters, or at least that’s the plan.

SpotX also created local time zone support and currency support features specifically for Japanese broadcasters.

“[Broadcasters] will have access to a platform that allows them to manage both traditional sales and programmatic advertising in one system and seamlessly integrate it,” SpotX CRO Sean Buckley told AdExchanger.

The initiative marks another step in SpotX’s growth across Asia. In 2015, the company opened an office in Singapore. About a year ago, it launched the company’s Tokyo office with four full-time employees, which led to its partnership with Cyber Communications Inc.

While Buckley said he could not comment on the specifics of SpotX’s future in Asia (e.g., launching an office in China), he said the company is deeply invested in the Japanese market and other “key players” across the continent.

Buckley said the company is already planning for 2019 and “undoubtedly” anticipates an increase in staff in its Tokyo office.

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