TubeMogul brings real-time buying of video ads to Japan for first time

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TubeMogul Japan was launched on Thursday as the result of a strategic partnership and 100 million yen in venture funding from Digital Advertising Consortium (DAC), a division of top holding company Hakuhodo. Omnibus, a top ad technology company and strategic partner, also participated in the financing.

TubeMogul Japan combines DAC’s position as a leading trading desk and technology consortium for Japan’s top advertising agencies with a custom version TubeMogul’s real-time media buying platform for video ads built specifically for the country’s market, featuring a completely-translated site and access to new inventory.

TubeMogul Japan also announced a strategic partnership with Omnibus, a leading ad network and audience targeting company. The companies will work together to grow the domestic video ad market, combining attribution data to help brand marketers optimize on audience targeting and budget.

The resulting offering lets Japan’s marketers harness the branding power of video advertising with the control and efficiency of real-time buying for the first time. Since little to no real-time inventory exists in Japan (even in display advertising), this partnership is the first time real-time bidding will be used at scale in the country, taking advantage of pre-existing partnerships with top publishers and technology companies.

The 100 million yen investment round will enable TubeMogul Japan to scale quickly, ramping up hiring and signing deals with the country’s top brand advertisers and trading desks. The company already named its CEO, seasoned ad industry veteran Masahiro Kano.

Ad formats available include standards like in-stream video and in-display units that viewers can click to play, as well as a variety of formats perfect for Japan’s heavy use of smartphones and tablets, from in-app video interstitials to mobile web formats. As always, marketers select the exact sites and audiences to advertise on, with TubeMogul BrandSafe suite built in to block inappropriate content or accidental views.

“Partnering with best-in class buying platform TubeMogul will help DAC and continue to push the frontiers of real-time buying in Japan,” said Hirotake Yajima, President and CEO at DAC. “The result creates a powerhouse for marketers looking to harness the persuasive power of video advertising.”

“TubeMogul is a global market leader for a reason, and this alliance will help brand marketers in Japan maximize return on investment in digital video advertising,” said TubeMogul Japan’s new CEO, Masahiro Kano.