cyber communications inc. (“cci”), a leading Japanese media representative company and a wholly owned subsidiary of Dentsu Inc., and OpenX Technologies, Inc. (OpenX), today announced a major expansion of their multi-year partnership. Under the terms of the extended online advertising exchange partnership, OpenX Market Japan will expand to add mobile inventory to the existing Web-based inventory. The expansion is expected to take place during the third quarter of 2012.
As part of the newly expanded exchange, cci will supply mobile inventory, including both smartphone and tablet inventory, from online publishers. Advertising agencies and Demand Side Platforms, which cci and OpenX will jointly supply, will then be able to purchase the stock of the mobile inventory.
OpenX Market Japan has grown rapidly since its launch in June 2011. The exchange is the first exchange in Japan to offer RTB functionality and already handles billions of impressions monthly. OpenX’s scalable mobile capabilities will allow the marketplace to add mobile inventory to the exchange’s existing desktop inventory.
Hideyuki Nagasawa, CEO, cci, comments: “The OpenX Market Japan partnership is going extremely well and we’re very excited to expand it into the mobile market. We are confident that the mobile advertising market will be the next frontier for advertisers, and we’re laser-focused on enabling rapid growth in this category by combining our publisher and advertiser relationships with OpenX’s world class technology platform.”
Jason Fairchild, CFO, OpenX, adds: “We're thrilled to be on the forefront of introducing real time trading for mobile ad inventory to Japan, the largest, most advanced mobile market in the world. We believe that our sophisticated mobile ad exchange platform, in combination with our partnership with cci, the largest online media rep company in Japan, will result in significant acceleration of the mobile ad market in Japan and Southeast Asia.”
Japan is the third largest online advertising market in the world. In 2011, online advertising grew rapidly in Japan and represented 14.1% of total ad spend in that market. Japan accounts for the majority of the $1.6bn(USD) spent on mobile advertising in the APAC region in 2011. Mobile ad spend in the APAC region is projected to grow by over 300% to $7bn (USD) by 2015.