Years after the major ad holding companies like Publicis, IPG, WPP, Havas and others created trading desks for accessing ad exchanges, Japan’s largest advertising company, Dentsu, finally launched on Dec. 19 its own real-time bidding (RTB) platform, called Dentsu Audience Network. Read the release. Dentsu has been active in developing a programmatic business since 2010, […]
Rocket Fuel’s entry into Japan last year through a partnership with Dentsu subsidiary interactive unit cyber communications inc. (CCI) has helped the Japanese ad shop’s ability to expand its programmatic services, particularly its demand-side platform (DSP) business. Though its programmatic business was essentially nonexistent before teaming with Rocket Fuel, its DSP business has since risen […]
Real-time bidding has gained appeal with major brands, but the idea of using exchange buys for awareness campaigns often spurs the question: How do we measure this? Videocentric demand-side platform Dennoo is getting some attention for the guarantees it offers buyers for its time-based “cost-per-view” pricing model as an alternative to bidding on CPMs. “In […]
