NEWS

The Data Intelligence Team (*1) of OPT, Inc. (Head Office: Chiyoda Ward, Tokyo; President & CEO: Daisuke Kanazawa; hereinafter “OPT”), an Innovation Agency leading the digital shift, has started joint research in a business-academia collaboration with the Uchida Laboratory at the Faculty of Science and Engineering, Waseda University (Professor: Masato Uchida; hereinafter “Uchida Lab”) (*2). The theme of this joint research is to improve the accuracy of budget simulations and allocation in digital advertising in order to increase the cost effectiveness of advertising.

OPT has developed AlloSim, a proprietary advertising budget allocation and simulation tool that performs analysis based on the advertising distribution results of each advertiser. However, the results data of some advertisers are inadequate, leading to missing or unbalanced values that prevent accurate forecasts from being made.

This joint research makes use of the Uchida Lab’s strengths in research using mathematical information processing to compensate for the missing or unbalanced data values by applying machine learning and mathematical statistics. The aim is to create an environment that can perform advertising budget allocation and simulations.　

This makes it possible to create very accurate advertising budget allocations and simulations from diverse distribution results, with the objective of providing a wide range of advertisers with faster and more accurate advertising budget allocation proposals.

In the future, OPT will continue to develop and utilize proprietary tools such as “AlloSim” in order to be a digital partner in corporate marketing that plans and proposes new measures to maximize the effect of advertising while quickly responding to changes in technology.

*1 About Data Intelligence Team

This is an AI R&D team at “Opt Technologies,” an engineer group within OPT. The team seeks to develop AI that can be used at actual marketing worksites, and dedicates itself every day to R&D and data analysis for AI that is useful in the marketing and promotion of advertisers.

*2 Uchida Lab., Faculty of Science and Engineering, Waseda University

This Lab is involved in research for the construction and practical application of the theoretical foundations of data analysis technology. The scope of analysis is wide-ranging, with the Lab conducting research using machine learning and mathematical statistics for application in such fields as security, networking, biotechnology, and ecommerce.https://uchida-lab.jp/