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Dentsu Announces Launch of New Trading Desk Service



  Dentsu Announces Launch of New Trading Desk Service

   —Collaboration with Aegis Media’s Amnet Brings Best-in-Class Services to
                                    Japan—

Business Wire

TOKYO -- December 19, 2013

Dentsu Inc. (TOKYO:4324)(ISIN: JP3551520004)(President & CEO: Tadashi Ishii;
Head Office: Tokyo; Capital: 74,609.81 million yen) 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.

One of the features of the trading desk service that Dentsu will provide is
the ability to discover consumer insights with regard to brands and
commodities. In programmatic buying to date, the general method used was the
pursuit of a reduction in the costs incurred in bringing users to the point
where performance targets are met, such as the cost of attracting visitors to
the website or the cost of creating the ads. In programmatic buying through
RTB, however, since the precise behavior of the users can be ascertained (what
kind of people visited the site; what kind of reactions they showed to the ads
they looked at; and so forth), consumer insights with regard to commodities
and brands can be ascertained. Dentsu will use the consumer insights grasped
through RTB as the basis for planning advertising communications, thereby
increasing the accuracy of a brand’s approach to its target audience.

Another feature is that by making effective use of its Group networks, Dentsu
can provide better access to the state-of-the-art technology in programmatic
buying that uses RTB. Real-time bidding markets have evolved recently,
particularly in Europe and North America, and technology trends tend to
originate in these regions and then spread out to the rest of the world. In
this context, through collaboration with Amnet and DSP companies that offer
leading-edge technology, Dentsu has established a system that will provide
world-class services to its clients in Japan.

Supported cutting-edge platforms that clients can use in their pursuit of
efficiency and effectiveness include Turn, the U.S. marketing software company
with an integrated DSP, data management platform (DMP) and analytics platform,
and 20 offices worldwide, including in Tokyo, Sydney, Hong Kong and Singapore;
MediaMath, a leading digital media-buying platform with offices in the U.S.,
London and APAC and which has built a reputation on its bidding logic; and
Google’s DoubleClick Bid Manager DSP that is integrated with DoubleClick’s ad
serving platforms. Other platforms that can be used include those provided by
IgnitionOne, a global U.S. company that offers unique DSP technologies such as
the capability to analyze user engagement in the ads served;
digital-advertising technology company Rocket Fuel that is headquartered in
Silicon Valley; as well as leading Japanese DSP MicroAd BLADE and other
Japanese DSPs.

Dentsu’s Aegis Media subsidiary Amnet^*1, Aegis’s trading desk at the
forefront of RTB, has given the Group a competitive edge in these areas.

Ashwini Karandikar, President, Amnet Global said, “At Amnet, we are truly
excited about the launch of the ‘Dentsu Audience Network.’ In an increasingly
data driven environment, the ‘Dentsu Audience Network’ will empower our teams
to deliver strategic, measureable and sustainable business outcomes for brand
and direct-response clients.”

cyber communications inc., a media representative for Internet-based
advertising, and Nextage Dentsu, which provides digital performance marketing
services, are the two Dentsu Group subsidiaries that will handle the trading
desk service operations in Japan.

By sharing the knowledge and knowhow of these industry-leading companies,
Dentsu will provide best-in-class programmatic buying services to its clients
in Japan, and will build a system that will enable it to further enhance its
position as a leader in the “marketing convergence”^*2 domain.

*1   Amnet
     Amnet is Aegis Media’s trading desk. With a global footprint that covers
     the Americas, Europe, Asia, and Australia, Amnet is part of the
     communications planning infrastructure at Aegis Media and strives to
     deliver better performing media through better audience targeting.
 

*2   Marketing Convergence
     Marketing activities that integrate the following three points:
     ●   Planning capabilities that offer integrated solutions from strategy
         to execution
     ●   The ability to utilize data that evolves not only off-line and
         on-line but also globally
     ●   Various technical resources from system establishment to application
         development
 

                                    #####

About the Dentsu Group

Led by Dentsu Inc. (TOKYO:4324) (ISIN:JP3551520004), the world's largest
advertising agency brand with a history of 112 years, the Dentsu Group offers
a comprehensive range of client-centric communications and media services in
110 countries across five continents. Its Japan-wide network and London-based
global operating unit Dentsu Aegis Network Ltd., which oversees the operations
of Aegis Media, a leading global media and digital communications specialist,
as well as those of the Dentsu Network, which manages all of Dentsu's other
global business operations outside Japan, together employ more than 37,000
dedicated professionals. The Group is also active in the production and
marketing of sports and entertainment content on a global scale.

Dentsu Inc.: www.dentsu.com
Dentsu Aegis Network Ltd: www.dentsuaegisnetwork.com
Dentsu Network: www.dentsunetwork.com

Contact:

Dentsu Inc.
Shusaku Kannan, (813) 6216-8042
Senior Manager
Corporate Communications Division
s.kannan@dentsu.co.jp
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