April 17, 2015
GMO AD Partners Inc
GMO NIKKO Inc
GMO AD Partners Inc.( President and Representative Director; Makoto Hashiguchi) in GMO Internet Group and its consolidated company GMO NIKKO Inc.(President and Representative Director; Makoto Hashiguchi, hereunder "GMO NIKKO") that operates comprehensive advertising agency business conducted large-scale update for its unique "GMO Private DMP(*1)" today on April 17, 2015 (Fri).
Following three service coordinations were enhanced in this update, which realize more comprehensive web communication.
1) Coordination with DSPs(*2) through Cookie Sync(*3)
2) Coordination with a mail distribution tool
3) Coordination with a LPO(*4) tool
GMO Private DMP is a service that analyzes web browsing histories and customer information owned by companies to segment users easily, and enables the result to be utilized for various effective marketing measures. Data segmented by GMO Private DMP is available for advertising distribution, mail distribution and other external services. Today we conducted large-scale update for GMO Private DMP to enable to use segmented data broadly and effectively.
1) Coordination with DSPs(*2) through CookieSync(*3)
GMO Private DMP is coordinated with Japanese major DSPs, which enables cross-media advertising distribution. Cookie Sync style coordination will immediately sync segmented data in GMO Private DMP with Cookie data owned by DSPs, while only piggyback style coordination(reading tags related with segments when users visit web sites) was available before this update.
This update will dramatically shorten the period required between user segmentation and actual advertising distribution compared to traditional methods. First we change coorination methods of three DSPs, FreakOut of FreakOut, inc., ScaleOut of ScaleOut inc., and GMO DSP of GMO NIKKO with Cookie Sync style. We plan to gradually increase the number of DSPs coordinated with our Private DMP through CookieSync.
2) Coordination with a mail distribution tool
Before this update it was necessary for mail distribution with segmented data in GMO Private DMP to export and re-edit data, which was complicated.
We are launching coordination with Experian Japan's mail distribution solution called "MailPublisher Smart" to facilitate usage of GMO Private DMP for mail marketing. It enables us to pass segment data created on GMO Private DMP seamlessly to MailPublisher Smart for easier distribution of relevant emails which are personalized based on the user's web behavior & purchase history.
3)Coordination with a LPO tool
Content marketing is important for most web sites to make users(or customers) fans. One of the solution to making fans is use of LPO tools that display valuable and suitable contents for each user.
We are launching coordination with Data Artist's LPO tool called "DLPO" to facilitate usage of GMO Private DMP for content marketing. It enables us to pass segment data created on GMO Private DMP seamlessly to DLPO for distribution of edited relevant contents which are personalized based on the user's web behavior & purchase history, interests and preferences, etc.
<Image of features after the update of GMO Private DMP>
(*) GMO Private DMP do not collect personally identifiable information.
(*) GMO Private DMP collects web browsing histories and off-line data each company possess. Companies do not share data with other companies or GMO Internet Group in GMO Private DMP.
[Overview: Experian Japan Co. Ltd.] URL:http://www.experian.co.jp/）
Founded in December 1999, and went through the merger of three companies; A-Care Systems, Inc, ALTOVISION, Inc. and Experian Japan K.K. and adoption of new name in November 2012, Experian Japan is operating businesses taking advantage of expertise of global information service company as part of Experian Group with its focus on marketing, business information and decision analytics services. It now delivers various services including cross-channel marketing automation, cutting edge multi-device email marketing solutions, credit strategy management/anti-fraud solutions for financial institutions, and foreign company research reports.
[Overview: Data Artist Inc.] URL:http://www.data-artist.com/）
Data Artist was formed in August 2013 by spinning off the LPO division from Japan's leading SEO consulting company; IOIX Inc. With the slogan "Build an environment where customers can focus on inspiration or art ", the company pursues data science and delivers data-driven marketing consulting and software
Official web site on "GMO Private DMP" :http://pr.gmopdmp.jp/
■Atricles about Private DMP is now appearing serially on our web marketing information site "ad-ron"(or "Advertising Discussion").
GMO NIKKO publishes series of articles describing details and effective utilization of Private DMP on our web marketing information site "ad-ron" (URL:http://ad-ron.jp) to facilitate deep understandings and effective use of Private DMP.
(*1) DMP is the abbreviation for Data Management Platform; a tool used for retrieval, uniform management and analysis of various data to be utilized in communications on various channels.
(*2) CookieSync is a technology that exchanges and synchronizes cookies issued by different sites. It enables synchronization of each data by identifying the same person from user information retained on GMO Private DMP and DSPs
(*3) DSP (Demand Side Platform) is an integrated platform for advertisers, on which information such as browsing user's attributions and ad positioning is analyzed whenever the advertising impression occurs, enabling more effective space buying and efficient work flow through to the advertising distribution.
(*4) LPO (Landing Page Optimization) is a method that optimizes web pages users visit first after they click some links.
●Digital Marketing Division, GMO NIKKO Inc. Charge: Nakano, Kouzu, Ishikawa
[Inquiries by the press]
●Group President's Office, GMO AD Partners, Inc.
●Group PR & IR Division, GMO Internet, Inc. Charge: Ishii, Shimada
[GMO AD Partners Inc.] (URL:http://www.gmo-ap.jp/)
[GMO NIKKO Inc.] (URL:http://www.koukoku.jp/)
[GMO Internet, Inc.] (URL:http://www.gmo.jp/)