News Release

2018年04月 05日
DSP “MarketOne®” and IAS team up to offer Japan’s first service to eliminate ad fraud from all advertising campaigns

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D.A.Consortium Inc.
Platform One Inc.

DSP “MarketOne®” and IAS team up to offer Japan’s first service to eliminate ad fraud from all advertising campaigns

Tokyo, April 5, 2018 --- D.A.Consortium Inc. (DAC) and its consolidated subsidiary Platform One Inc. (P1) are pleased to announce a collaboration with Integral Ad Science (IAS) to begin eliminating ad fraud in all advertising campaigns through MarketOne®, one of Japan’s largest DSPs provided by P1.

DAC and P1 have long worked to improve the safety and transparency of ad delivery through aggressive ad verification (*1) initiatives (*2). The decision to collaborate with IAS, an ad verification company, was made to enhance measures to combat ad fraud, a key issue in ad verification along with brand safety (*3) and viewability (*4).

IAS’s feature to detect and eliminate ad fraud will be used in all MarketOne® ad campaigns to remove fraudulent impressions that are categorized as SIVT (*5). In addition to Private Marketplace (PMP) campaigns provided by MarketOne®, this feature will be used for all types of trading, including general open auctions. As ad fraud elimination will utilize pre-bid targeting (*6, refer to chart), advertisers will be able to avoid bidding on fraudulent impressions, thus preventing wasteful costs.

This is the first time for a DSP company to utilize IAS’s pre-bid targeting to measure and eliminate ad fraud by default, from all ad campaigns.

With IAS’s pre-bid detection and blocking functions, the companies plan to reinforce MarketOne® viewability, brand safety targeting and verification capabilities to contribute to campaigns with high viewability as a KPI and eliminate ads from sites that may damage the brand.

DAC and P1 are strongly committed to enhancing the health and development of digital advertising. To that end, they will continue to focus on resolving ad verification issues in programmatic advertising.


(*1) Ad verification: A function to verify that an ad distributed through a DSP or ad exchange is placed in a site or other location that is in line with the advertiser’s intent and conditions.
(*2) December 9, 2015, press release: Platform One teams up with Momentum’s “BlackSwan” for ad verification
https://www.platform-one.co.jp/pdf/release_20151209.pdf (in Japanese)

July 20, 2016, press release: Platform One links up with Hatena’s “BrandSafe Hatena!” ad verification capabilities
https://www.platform-one.co.jp/pdf/release_20160720.pdf (in Japanese)
December 5, 2017, press release: The DSP “MarketOne®” to support ads.txt-based ad bidding with the goal of increasing transparency of programmatic advertising
http://www.dac.co.jp/english/press/2017/20171205_mone_adstxt
(*3) Brand safety: Principles and tools for verifying that ads are shown in appropriate places or for controlling their placement to ensure that they are.
(*4) Viewability: Degree to which an ad is seen, as determined by where the ad is placed and how long it appears.
(*5) SIVT, an abbreviation for Sophisticated Invalid Traffic. A function to detect and block bot and human impressions that deliberately create invalid traffic and cookies, such as malware and adware.
(*6) Pre-bid method: A method that screens the URL/IP address at the bid-request stage instead of at the time of the impression.


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<About Integral Ad Science (IAS)>
IAS is a global technology company that aims to provide online advertisers a safe and high-quality ad placement environment and greater transparency of digital campaigns, regardless of location or device. IAS solutions are used by 80 out of the 100 top global advertisers, more than 2,500 publishers and more than 150 technology partners. Headquartered in New York, the company has operations in 22 cities in 13 countries, including San Francisco, Chicago, London, Berlin, Sydney, Melbourne, Singapore and Tokyo. IAS solutions benefit all advertisers, ad agencies, publishers and technology partners by helping to eliminate waste and efficiently and effectively improving ROI. Furthermore, among all ad verification companies, IAS has received the most accreditations from MRC (Media Rating Council: A US industry organization that audits and accredits media research companies) for desktop, mobile, display and video viewability and fraudulent impression detection (Sophisticated Invalid Traffic).


<Corporate Information>
■ D.A.Consortium Inc. http://www.dac.co.jp/english/

 Representative:Masaya Shimada, President&CEO
 Head Office:Yebisu GardenPlace Tower 33F, 4-20-3, Ebisu, Shibuya-ku, Tokyo
 Established:December 1996
 Business:Online media transaction related business, Solution business,
 Ad Operations Business

※DAC is a 100% subsidiary of D.A.Consortium Holdings Inc.

■ D.A.Consortium Holdings Inc. https://www.dac-holdings.co.jp/english

 Representative:Masaya Shimada, Representative Director & President
 Head Office:Yebisu GardenPlace Tower 33F, 4-20-3, Ebisu, Shibuya-ku, Tokyo
 Established:October 2016
 Listing Market

:2nd Section of Tokyo Stock Exchange(Stock code: 6534)

■ Platform One Inc. https://www.platform-one.co.jp/

Representative:Norihide Akiba, President
 Head Office:Yebisu GardenPlace Tower 20F, 4-20-3, Ebisu, Shibuya-ku, Tokyo
 Established:February 2011
 Business:Digital Advertising Trading Platform development / operation, Digital Advertising Space buying / selling, Technology services


For inquiries regarding this News Release:
D.A.Consortium Inc.
Corporate Strategy Group Public Relations / E-mail: ir_inf@dac.co.jp

Platform One Inc.  
Development & Planning / Email:product@platform-one.co.jp

D.A.Consortium

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