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.