Introducing Hakuhodo DY MQM_TM, an all-around approach to transparency and quality improvement in digital advertising

Hakuhodo DY Media Partners Inc. (Headquarters: Minato-ku, Tokyo; President & CEO: Hirotake Yajima; “Hakuhodo DY Media Partners”), Hakuhodo DY digital Inc. (Headquarters: Minato-ku, Tokyo; President & CEO: Akira Tsuji; “Hakuhodo DY digital”), and D.A.Consortium Inc. (Headquarters: Shibuya-ku, Tokyo; President & CEO: Masaya Shimada; “DAC”) have begun offering Hakuhodo DY MQM_TM, an all-around approach to three critical challenges in digital advertising transparency and quality: “Ad Fraud”, “Brand Safety”, and “Viewability”.

Ensuring transparency and quality in digital advertising transactions has become increasingly critical. In the past, digital advertising in Japan was primarily about placing ads that directed people to a website or triggered conversions. In recent years, however, an increasing number of digital ad placements are evaluated with a target reach KPI for the purpose of achieving genuine branding through digital channels. These types of ad placements require that advertisers grapple with three critical challenges: “Ad Fraud” (was the ad accessed by an actual person and not a machine?), “Brand Safety” (was the ad placed in an appropriate location?), and “Viewability” (was the ad displayed in such a way that it could be seen?).

 
In order to overcome these challenges, Hakuhodo DY Media Partners, Hakuhodo DY digital and DAC put together Hakuhodo DY MQM_TM, a tool that offers an all-around approach to “Ad Fraud”, “Brand Safety”, and “Viewability” concerns. Hakuhodo DY MQM_TM uses a matrix to systematically combine the purchase methods of complicated digital ads, such as direct buying, private marketplace and real-time bidding, and appropriate strategy for timing (pre/post) of advertising distribution.