This is a guide to know about Japanese ad tech market. mentioned major players, recent IPO and more.

1. Japanese adtech
industry report
What goes on Japan`s adtech market …
March 2015
Satoshi Noda
@satosea3

2. Agenda
This is a summary for marketers who want to know Japanese
Internet/mobile advertising industry.
- Market size and growth
- Chaos map
- Major players [ Local and global players ]

3. Market size
RTB market will keep growing in next 5 years as MicroAd, one of the
biggest DSP, annouced in Jan 2014.
Resource: http://www.microad.co.jp/news/release/detail.php?newid=News-0257
100MM JPY
1 USD = 108 JPY (OCT 2014)
(100MM JPY)
mobile
Online(PC)

4. Market size
RTB market will keep growing in next 5 years as MicroAd, one of the
biggest DSP, annouced in Jan 2014.
Resource: http://promotionalads.yahoo.co.jp/netad/first.html
100MM JPY
1 USD = 108 JPY (OCT 2014)
(100MM JPY)
Mass media (TV,
New paper etc):
2785 Billion JPY
Online(PC)/mobile
938 Billlion JPY
[Promotion
others]Direct
Mail/Event etc
2145 Billlion JPY

5. Market size
RTB market will keep growing in next 5 years as MicroAd, one of the
biggest DSP, annouced in Jan 2014.
Resource: https://twitter.com/hirohirokon

6. Brand Advertiser
Dentsu(4324), Hakuhodo(2433), ADK(9747)
Media rep: DAC(4281)
Performance based Advertiser
Gaming, Ecommerce etc
CyberAgent(4751), Adways(2489),
OPT(2389), Septeni(4293),i-rep(2132)
Yahoo Japan (4689), Google_GDN, facebook,
Twitter
media
Fan communications(2461),Value
commerce(2491), i-mobile(private),
AmoAd(CA 4751, private), Zucks(Voyage
Group 3688,private)
Adnetwork DSP
FreakOut(6094),
MicroAd( CA 4751)
UNITED(2497,DAC)
SSP
UNITED(2497,DAC
), VOYAGE
GROUP(3688)
DMP, BigData
ALBERT(3906,DAC)
Scigineer(6031,Softb
ank),LOCKON(3690)
Agency(Degital) :Brand Agency :
Ignis (3903), Cookpad(2193), istyle(3660),
DigitalGarage(4819),
mobile/ app media
Gaming: DeNA, Ganho, mixi, GREE, Klab, Colopl, mobcast
EC : Rakuten(4755), Start today(3092)
Order flow
Ad tech industry map
written by Satoshi Noda

7. Agency Dentsu(4324) Hakuhodo DY(2433) CyberAgent(2433)
Owns DSP/SSP/mediba/
BigfData inside their
Portfolio companies.
Buying
Agency
Cci(private) DAC(4281)
UNITED(2497)
Owns ByPass DSP
Adnetwork
DSP
UNITED(2497)
Owns Adstir SSP
SSP
ARBELT(3906)BigData
DMP
i-rep(2132) agency
good at managing
DSP/SEM.
AmoAd(adnetwork)
MicroAd(DSP)
CyberZ owns
Appatribution F.O.X
Media /
Game
Ameba (SNS),
Gaming companies
D2C( joint venture
with NTT docomo)
3 Top agencies and their portfolio companies/service.
Voyage
Group(3688)
CA is a minor
shareholder
of Voyage.
Owns SSP
and
adnetwork.
VG closed
MBO from
CA in 2012.
written by Satoshi Noda

8. Agency
Buying
Agency
Adnetwork
DSP
SSP
BigData
DMP
FreakOut(6094)
Intimate marger
FanCommunications
(2461)
Owns nend, the largest
adnetwork and A8,CPA
adnetwork
Septeni(4293)
Has strength for
facebook ad
And native ad.
Media /
Game
AccelMark(3624)
Adways(2489)
Appatribution
PartyTrack
AppDriver (CPI
adnetwork)
Independent adtech companies/Agencies
written by Satoshi Noda

9. DSP
Local major players. Since 2010, number of DSPs were launched.
Very competitive market and for advertisers & agencies, truly hard to
pick one of them. It will be clear who is a winner and survivor in 2015!
http://www.deqwas.com/ http://www.deqwas.com/http://www.scaleout.jp/
https://www.microad.co.jp
/service/blade/ https://www.fout.co.jp/
http://bypass.jp/ja/ https://marketone.jp/
http://www.dynalyst.jp/legal/
index.html http://www.smalgo.jp/ https://www.nex8.net/

10. SSP
Local major players.
https://kau.li/us http://en.geniee.co.jp/ http://www.microad.co.jp/en/s
ervice/adfunnel/
https://yieldone.com/service/
https://en.ad-stir.com/
http://fluct.jp/ http://www.xrost.ne.jp/
https://adfurikun.jp/adfurikun/ http://www.mediba.jp/adge
neration/pc/

11. DMP
Resource: gyazo.com

12. Native ad / media based ad-tech
IPO in APR 2015
IPO in APR 2015
Powered by

13. From annual report of
Japanese ad tech company

14. Fan communications [nend]
F@n owns “nend” the biggest mobile ad network which severs more
than 60 Billion impressions per a month.

15. F@N[nend]
nend revenue keeps growing fast and reached 4.1 BB yen for a 4th
quatter in 2014.(3month)
http://pdf.irpocket.com/C2461/nKx5/mReG/eaQW.pdf

16. F@N[nend]
nend got more than 50,000 apps/web additionally for the 4th quarter.
http://pdf.irpocket.com/C2461/nKx5/mReG/eaQW.pdf

17. F@N[nend]
Average ad spent monthly :Each advertiser spent 2.8MM JPY.
http://pdf.irpocket.com/C2461/nKx5/mReG/eaQW.pdf

18. F@N[nend]
F@N`s group company 8CROPS has grew their revenue 2 times than
2013.
http://pdf.irpocket.com/C2461/nKx5/mReG/eaQW.pdf
Sales
Operational income
Net income

19. CyberAgent

20. CyberAgent
http://www.cyberagent.co.jp/files/topics/9951_ext_29_en_0.pdf

21. CyberAgent
CA ad agency biz holds of 31.3% of mobile ads in Japan.
Their market share grew up 40% for a year.
http://www.cyberagent.co.jp/files/topics/9951_ext_29_en_0.pdf

22. CyberAgent
CA portfolio covers end to end in internet advertising business.
They have strong sales force as an agency and grip clients use their ad
solutions.
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Age
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Adnetwork
media
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23. CyberAgent
Ad tech service lineup.

24. UNITED [Bypass DSP & adstir SSP]

25. UNITED [Bypass DSP & adstir SSP]
Bypass/adstir gererated 2.4 BB JPY for 9 month end of 3rd 2014.
http://united.jp/wp-content/uploads/2015/02/150203_consolidated_financial_results_2015_3q_jp11.pdf

26. UNITED [Bypass DSP & adstir SSP]
Bypass/adstir has rose for 6 quarters.
http://united.jp/wp-content/uploads/2015/02/150203_consolidated_financial_results_2015_3q_jp11.pdf

27. UNITED [Bypass DSP & adstir SSP]
AdStir serves 35 Billion imps monthly

28. UNITED [Bypass DSP & adstir SSP]
Bypass keep improving capability to hit CAP goal with new targeting
feature “ Dynamic retargeting”.
http://united.jp/wp-content/uploads/2015/02/150203_consolidated_financial_results_2015_3q_jp11.pdf

29. FreakOut DSP

30. FreakOut DSP
FreakOut has made a great steps since their foundation in 2011 and
went to public market straight way in 2014.
http://contents.xj-storage.jp/xcontents/AS08108/6a9f1407/2dae/4708/bf6f/868694ca5c9d/20150126120555485s.pdf

31. FreakOut DSP
They set up a new company focus on native and mobile app ads.
http://contents.xj-storage.jp/xcontents/AS08108/6a9f1407/2dae/4708/bf6f/868694ca5c9d/20150126120555485s.pdf

32. FreakOut DSP
They set up a new company focus on native and mobile app ads.
http://contents.xj-storage.jp/xcontents/AS08108/6a9f1407/2dae/4708/bf6f/868694ca5c9d/20150126120555485s.pdf

33. FreakOut DSP business portfolio
FreckOut covers DSP, DMP and native ad network.
http://contents.xj-storage.jp/xcontents/AS08108/6a9f1407/2dae/4708/bf6f/868694ca5c9d/20150126120555485s.pdf

34. VOYAGE GROUP [Fluct SSP & Zucks adnetwork]

35. VOYAGE GROUP [Fluct SSP & Zucks adnetwork]

36. VOYAGE GROUP [Fluct SSP & Zucks adnetwork]
Business portfolio of VOYAGE GROUP is consisted by adtech and media.
http://v4.eir-
parts.net/DocumentTemp/20141028_084415921_vcddq345defap255lqu0ep45_0.p
df

37. VOYAGE GROUP [Fluct SSP & Zucks adnetwork]
In 3rd fiscal quarter in 2014, adtech dev revenue reached 20MM USD
which became double( + 200%) than last year. Operation margin
reached 2.6MM USD.

38. VOYAGE GROUP [Fluct SSP & Zucks adnetwork]
See blue bar, VOYAGE ad tech business grew much faster than last
year. Hit 2.3 BB JPY in 1st quarter 2015.

39. VOYAGE GROUP [Fluct SSP & Zucks adnetwork]
Growth of SSP revenue. Mobile is a next engine.

40. VOYAGE GROUP [Fluct SSP & Zucks adnetwork]
Inventory: size of Fluct SSP
Reached 72 Billion impressions a month in 3rd Quarter of 2014.

41. Gunosy
Gunosy, a Tokyo-based startup which runs a news curation service.

42. Gunosy
Gunosy, a Tokyo-based startup which runs a news curation service.
https://play.google.com/store/apps/details?id=com.gunosy.android&hl=jahttps://play.google.com/store/apps/details?id=com.gunosy.android&hl=ja

43. Gunosy
https://post.tokyoipo.com/visitor/search_by_brand/ipofile.php?brand=11201&info=4198
Gunosy could be huge ad platform like facebook and twitter.
2nd year of ad business reach to 3BB JPY this year which is 10 times
than 1st year.

44. Gunosy
https://post.tokyoipo.com/visitor/search_by_brand/ipofile.php?brand=11201&info=4198
Gunosy service portfolio.
GUNOCY
adnetwork algorism
publisher
user
user
Contents
supplier
agency
advertiser

45. Recent news
from ad tech market in Japan.

46. Scigineer joins to Softbank Group.
http://www.reuters.com/article/2015/03/18/scigineer-equity-softbank-
idUSL3N0WK2TP20150318

47. Scigineer joins to Softbank Group.
Mobile adnetwork AdLantis is sold to Valuecommerce.
http://gamebiz.jp/?p=141749

48. Attribution tracking war
1) Attribution tracking would be significantly important in 2015 because of
rising of deep-linking and in-app targeting ads.
2) There are more choices for pubs and advertisers to choose right
solutions than before global players entered to JP market.