fluct Launches Innovative Media Curate Dashboard with Dentsu Digital Expertise

Introduction

fluct, a group company of CARTA HOLDINGS located in Minato, Tokyo, has made significant strides in the advertising market with the introduction of the Media Curate Dashboard. This innovative tool aims to create a more transparent and quality-focused Private Market Place (PMP) environment in collaboration with the Dentsu Digital Global Center (DDGC). By harnessing the expertise from Dentsu Digital, a recognized leader in global digital marketing, the dashboard provides essential insights to brand advertisers, enabling them to make informed decisions in a secure and efficient PMP setting.

Background

The digital advertising landscape is undergoing a transformative shift towards environments that prioritize quality and transparency. In the United States, approximately 50% of Real-Time Bidding (RTB) transactions were conducted through PMPs as of 2021. However, Japan's advertising market remains dominated by Open RTB transactions, which lack the stringent controls that PMPs offer. Advertisers are demanding a marketplace where brand safety and viewability are assured while selecting media that aligns with their objectives.

DDGC is committed to enhancing the digital marketing capabilities of global companies and fostering strategic collaborations with media platforms. Armed with international insights and advanced practices in programmatic advertising, DDGC teamed up with fluct to develop the Transparency-Driven Private Market Place, addressing these pressing challenges in the local market.

Features of the Media Curate Dashboard

The newly launched Media Curate Dashboard allows brand advertisers to visualize critical media attributes and user demographics, alongside key metrics like brand safety and viewability. This visualization fosters an environment where advertisers can select the most suitable PMP inventory tailored to their needs.

1. Category-based Curation

Advertisers can efficiently select the best media groups tailored to specific categories such as beauty and finance, thus building PMP lists that facilitate precise targeting aligned with their goals.

2. Visualization of Demographic Ownership

The dashboard enables the visualization of user demographics, including age and gender distributions for each media, aiding brands in selecting outlets best suited to their target audiences.

3. Enhanced Transparency Through Dashboard

Transactions conducted through PMPs via DSPs like The Trade Desk will have supported transparent data, allowing advertisers to design optimal advertising strategies based on clear insights.

4. Strong Collaboration with Local Media

fluct is reinforcing its partnership with major domestic media, contributing to quality management and development aspects, thus promising a sustainable and valuable advertising ecosystem.

Future Outlook

By the end of 2025, fluctuations will aim to enhance the adoption rate of Transparency-Driven PMPs across key advertising categories such as beauty, finance, and technology, providing sustained value for both advertisers and media agencies.

Comments from Key Stakeholders

Tomohiko Sugiura, Executive Officer at Dentsu Digital, emphasized the critical nature of transparency and trust in sustaining digital ad market growth. He noted that the Media Curate Dashboard lays the foundation for advertisers to engage with PMPs confidently and supports healthy market expansion.

Kei Majima, General Manager at The Trade Desk, remarked on the provision of transparent data environments and expressed hope that this initiative will lead to effective media buying conditions that enhance brand recall and purchasing metrics for advertisers.

In conclusion, Yota Fujii, the CEO of fluct, expressed that leveraging their extensive experience in supporting publishers, the Media Curate Dashboard marks a pivotal step toward improving transparency in Japan's advertising sector. With a commitment to fostering quality advertising landscapes, fluct aims to continuously deliver sustainable value to both advertisers and media partners.