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Yahoo! JAPANDisplay Ad Network
(YDN) Masatsugu Shidachi
Operating OfficerHead of Marketing Solutions Company
Yahoo Japan CorporationJanuary 29, 2013
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1
“Interest Match” Upgraded to
“Yahoo! JAPAN Display Ad Network”
In 2013…
Paid search advertising
“Sponsored Search”
Yahoo! JAPANDisplay Ad Network
YDN
Interest based advertising“Interest Match”
ListingAdvertising
Paid search advertising
“Sponsored Search”
PromotionAdvertising
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August Matching platform
was renewedDecemberStarted distributing
image advertising(banners)
2012 was a year of preparation for
upgrading of “Interest Match”.
2
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Revenue per Impression Revenue
3
There was great improvement inthe effectiveness of advertising due to
large-scale system development.
2011Q3 2012Q311/10-12 12/10-12
'11/10-12 '12/10-12
1.4times
1 1.6times
1
'11/10-12 '12/10-12
※ Revenue is on a gross basis. It increased by 1.8 times on a net basis.
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BRIGHTTAG
CRITEO・・・
MORE
MobileAdvertising
TargetingAdvertising
・・・ MORE
InterestMatch
Yahoo! JAPAN Display Ad Network (YDN)
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YDN Growth Strategies ① ”Data”
② ”Reach”
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To distribute appropriate and related
advertising to users,we gather and utilize three types of data.
ⅰ) Data held by Yahoo! JAPANⅱ) Data held by
Advertising Network Partnersⅲ) Data held by Advertisers
YDN Growth Strategies
① ”Data”
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Type of Data Previously Hereafter
Data held byYahoo! JAPAN Use Use More
Data held byAdvertising
Network Partners
Use Limitedly Use Aggressively
Data held by
AdvertisersSeldom Use Aggressively
Data and Usage
Aggressively Use Data Held byThird Parties
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Type of Data / Comparison with Competitors
Overwhelm Competitors by UsingData Solely Held by Yahoo! JAPAN
Type of Data Competitors Yahoo! JAPAN
Data held byYahoo! JAPAN
Impossible Use More Data held byAdvertising
Network Partners
UseComplementally
Use Aggressively
Data held by
AdvertisersUse Use Aggressively
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Initiatives to Use Dataⅰ) Aggressively utilize data
held by Yahoo! JAPAN
ⅱ) Use data held byAdvertising Network Partners
ⅲ) Use data held by Advertisers
a Offer search targeting advertising (summer 2013)
a Use more data held by advertising networkpartners for matching accuracy constantly
a Re-targeting:Strengthen alliance with Criteo continuously
b Starting to offer re-targeting advertisingto small-sized advertisers (spring 2013)
c Offering a tag management system to advertisersfree of charge constantly
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Reach wider range of Internet usersby enlarging media network on multi-
devices including smartphones, etc.
YDN Growth Strategies
② ”Reach”
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Both Advertising Network Partners andAdvertisers can improve
their user reach via multi-devices
Type of DeviceAdvertising Network
PartnersAdvertisers
Enough Enough
SmartphoneTraffic is increasing,
but not enough Optimized websites are
increasing,
but not enough
TabletLimited Services
(mainly e-commerce)Limited Services
(mainly e-commerce)
Optimization of Website
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ⅰ) As media network
ⅱ) Support advertisers
in using multi-devices
a Strengthen Yahoo! JAPAN’s own media power
constantly
b Obtain excellent network partners continuously
c Increase traffic for targeting advertising (spring2013)
a Support advertisers in optimization of theirwebsite to smartphones (spring 2013)
Initiatives to ExpandUser Reach
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ConservativeUp-to-dateTechnology
Technology
DevelopedInternally
TechnologyDeveloped
Internally and byThird Parties
Two Changes
Previously Hereafter
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Offer “Personalized Re-targeting
Advertising”, optimized for advertisingbased on users’ behavior
Strengthen Business
by Making Alliances
Company with globally
top-level re-targetingadvertising technology
(from France)
No.1 Internet service company
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Offer an easy-to-handle tag management
system for effective measurement oflisting advertising
Company with world’s top-level advertising tagmanagement technology
Strengthen Business
by Making Alliances
No.1 Internet service company
Off i S l ti
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StrengthenBusinessby Making
Alliances
R&Dat Ultimate
Speed
Offering Solutionsat Ultimate Speed
in Digital Marketing Field
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