NEWS

Working with Mitsui & Co., Ltd. (main office in Chiyoda, Tokyo, President & CEO Tatsuo Yasunaga, referred to as “Mitsui” below), OPT Inc. (main office in Chiyoda, Tokyo, President & CEO Daisuke Kanazawa, referred to as “OPT” below) has adopted the Connected Consumer Graph (referred to as “Consumer Graph” below) of Mitsui’s capital and business alliance partner Drawbridge, Inc. (California, CEO Kamakshi Sivaramakrishanan, referred to as “Drawbridge” below), which is the largest American cross-device matching firm. This system allows OPT to provide an advertising effectiveness measurement service based on identical users across multiple devices.

In traditional digital marketing, individual users were identified separately using advertising identifiers such as cookies on Web browsers, mobile advertising IDs on iOS or Android, and so on. This method only went as far as to optimize identification at the device level. However, as smartphones, tablets, and other mobile Internet devices have proliferated, more users now own multiple devices, and this has increased the demand for an ability to identify individual users owning multiple devices for the purpose of distributing advertisements, in order to further optimize ad delivery.

It is against this background that OPT has adopted the world’s number one cross-device matching technology provided by Drawbridge, the leading company in cross-device solutions, thereby achieving extremely precise cross-device measurements. Furthermore, OPT enables the utilization of measurement data in ad delivery by creating segments based on user Web activities and other factors.

■The cross-device measurement achieved by this collaboration

Previous cross-device measurement systems required methods such as membership information based on login IDs and e-mail addresses, and offered only limited amounts of data. Based on this new collaboration, Drawbridge can match users based on cookies and IP addresses, and this makes it possible to acquire an extremely wide range of data with a proprietary machine-learning algorithm that offers a matching precision rate of 97.3% (*2), thereby enabling the highest level of cross-device measurements in the world. Not only can these functions be utilized for measurement and analysis, they can also be applied towards a wide range of ad delivery methods.

■Cross-device conversion analysis and data utilization mechanisms

・Cross-device conversion analysis The ability to grasp conversion paths across devices can contribute to and help evaluate advertisements a user comes into contact with in cases such as when “a user sees an ad on a smartphone, and then converts on a PC.” In addition to the situation described above, this also enables the linking of actions on the Web and in apps, which in turn makes it possible to analyze these actions across the Web and apps.
 
・Utilizing cross-device data It is possible to acquire both IDFA and AAID based on Web actions using PCs and smartphones. This data can then be utilized for expanded distribution and retargeting to advertising media through social networking services or apps.


■About ADPLAN
OPT started offering ADPLAN as the first Internet advertising effectiveness measurement tool available in Japan in the year 2000. In January 2017, OPT updated its concept from “measurement tool to promotion dashboard.” By simplifying the analysis and reporting of advertising effectiveness, and by adding functions such as the ability to estimate optimal advertising volume for TV commercials and net ads and to plan ways to maximize return on investment, ADPLAN has achieved the visualization of advertising cost-effectiveness in an integrated manner.
URL：https://www.adplan7.com/