OREANDA-NEWS. Dentsu Inc. announced today the launch in Japan of its new trading desk service “Dentsu Audience Network.” Established with the support and collaboration of Dentsu Group companies Amnet, cyber communications inc. and Nextage Dentsu, the new service will maximize the efficient operation and effectiveness of programmatic buying on the Internet.

The driving force behind the launch is the widespread use of real-time bidding (hereinafter “RTB”), which refers to the buying and selling of ad impressions on websites in real time through automatic bidding, using technology platforms that enable ad serving through the RTB mechanism. In addition to being able to properly grasp the behavior of users (the audience), using RTB on these platforms enables efficient ad serving at the right time to an audience that matches conditions such as the bid price and target audience that were specified in advance.

Meanwhile, in order to maximize advertising effectiveness, the large number of services used in serving ads in real time must be properly managed, and this is where trading desks are needed. To be more specific, a large number of services such as the demand side platform (DSP) service that manages ad serving, and the data management platform (DMP) service that manages audience information and other data, must be appropriately and expertly managed.

In order to provide the best performance from programmatic buying through RTB for its corporate clients, Dentsu has set up an in-house trading desk consisting of highly qualified and experienced staff, and, in cooperation with the three above-mentioned Group companies, established a system that will offer best-in-class services.