Publisher Monetization Research Group Launches Japan Publisher Alliance

yokoyamaThe Publisher Monetization Research Group (PMRG) has established the Japan Publisher Alliance on Digital (J-PAD), an alliance of Japanese and international publishers that enables brands to reach audiences through exclusive Private Marketplace (PMP) inventory via PubMatic’s revenue management platform, SEVEN. Initially, J-PAD will launch with six of Japan’s premium publishers – AFPBB News, Forbes JAPAN, JBpress, Mediagene, Perform Group and Toyo Keizai – as founding members.

The Japanese digital advertising market has been expanding over the past several years. However, the low CPMs in Japan indicate that digital advertising is still very much seen as a direct response mechanism. PubMatic’s internal research shows that Japanese CPMs are only about one third of those in the US.

The growth of PMP and establishment of premium publisher alliances such as J-PAD should create an environment for more branding budgets to be spent programmatically, increasing the value that advertisers place on programmatic advertising, and in turn provide Japanese publishers with the higher returns that their global peers attract. J-PAD will launch as part of an effort to rectify the imbalance in the Japanese market by building a scalable solution that addresses the needs of both marketers and publishers in the region.

“J-PAD will provide a solution for marketers and media buyers to programmatically access the sought-after audiences of some of Japan’s most premium publishers in a transparent, seamless and efficient manner,” said Ryuji Yokoyama, chairperson of PMRG and CEO of Digital Intelligence. “This will negate the need to set up multiple campaigns, whilst at the same time delivering the reach that will fulfil large-scale campaigns.”