D.A.Consortium Inc.
Platform One Inc.
Hakuhodo DY Media Partners Inc.

DAC, Platform One and Hakuhodo DY Media Partners
jointly develop “Atma™ Actual TV Viewership Targeting”～to be offered on “MarketOne®” DSP～

Tokyo, January 10, 2019 --- D.A.Consortium Inc. (DAC), Platform One Inc. (P1) andHakuhodo DY Media Partners Inc. (Hakuhodo DY Media Partners) are pleased toannounce that they have jointly developed Atma™ Actual TV Viewership Targeting, anad delivery menu that utilizes TV viewership logs on Atma™ （*1）, a solution that®
maximizes TV commercial effect. This product will be available on MarketOne （*2）, aDSP provided by P1.

■ BackgroundIn recent years, the way sei-katsu-sha (our term for consumers that encompasses all
aspects of their lives) come into contact and behave with media is becoming increasingly
diverse (*3). This has made comprehensive marketing methods that cross over different
types of media more important. In particular, there is a need for a solution that canvisualize the effect of TV ads by synergistically combining TV commercials, which convey
messages to many sei-katsu-sha, with digital ads, which have fine-tuned targeteddelivery. In September 2017, Hakuhodo DY Media Partners developed and beganoffering Atma ™ , a solution that maximizes TV commercial effect by utilizing TV
viewership log data from data-acquisition-enabled Internet-connected televisions. Inaddition, DAC acquired a patent in June 2018 for a TV-synchronized digital content
delivery system, which can be used for services that interactively deliver TV
program-related information and ads based on TV audio signals.
■ Summary of Atma™ Actual TV Viewership Targeting
Atma™ Actual TV Viewership Targeting is a product developed by the three companies
that links viewership log data of the 2.5 million Atma™ TVs nationwide with DAC’s DMP®
AudienceOne®（*5）and converts that data to enable ad delivery via MarketOne .
For terrestrial real-time broadcasts, terrestrial time-shift broadcasts, and BS real-time
broadcasts, ad agencies and advertisers can place ads that match TV viewership
patterns by voluntarily selecting program category, such as sports program or dramas,
segment category, such as viewership frequency, and other categories, such as addelivery area, via the MarketOne® management screen. Furthermore, by bringing
together data owned by AudienceOne® related to hobbies, interests and other attributes,
ad agencies and advertisers can realize even finer-tuned approaches to theircommunication target.
The three companies will continue to actively develop and enhance solutions that create
an environment for good communication between companies and sei-katsu-sha.
(*1) A solution that maximizes TV commercial effect by combining the sei-katsu-sha data management
platform independently developed by Hakuhodo DY Group with user-permitted TV viewership data.
Enables digital ad delivery by TV viewership segment and the measurement of TV ad conversion effect(site visits, purchases, etc.). MarketOne® ad delivery is based on user-permitted Atma™TV viewershiplog data.
Hakuhodo DY Media Partners’ September 25, 2017, press release: Development of Atma, a solution thatutilizes TV viewership log data from approximately 1 million TVs to maximize TV CM effect
http://www.hakuhodody-media.co.jp/newsrelease/service/20170925_19278.html(*2) One of Japan’s largest DSPs provided by P1, with more than 2,000 advertisers that conduct RTB(real-time buying) transactions.
https://marketone.jp/support/(*3) From Hakuhodo DY Media Partners’ “2018 Media Fixed-Point Survey”
In 2018, the ratio of media time sei-katsu-sha spent on digital media (PCs, tablets, smartphones, mobiledevices) was 53.5%, indicating an increase in the number of sei-katsu-sha who spend about the sameamount of time on digital media as mass media (46.5%).
(*4) News release of August 17, 2018: TV-linked digital content delivery system patent acquired
https://www.dac.co.jp/english/press/2018/20180817_patent(*5) AudienceOne® is Japan’s largest Data Management Platform (DMP) with 480M unique browser cookies,
90M mobile ad IDs and 1 trillion data points to provide high-definition third party data through analysis.
AudienceOne® integrates various data to analyze and visualize users’ behavior, CRM, advertising
campaign and panel survey results, which provide marketers an environment where they can pursue
new user acquisition and improve LTV of existing users.
https://solutions.dac.co.jp/audienceone#####＜Corporate Information＞■ D.A.Consortium Inc.
https://www.dac.co.jp/english/
D.A.Consortium Inc. (DAC) is a leader in the online advertising industry. Established in 1996
during the early days of online advertising, DAC has played a key role in the market’s formationand development. As a media representative, DAC provides comprehensive support to publishers,
ad agencies and other partner companies by purchasing and selling ad space, planning andreporting. It also manages ads through one of Japan’s largest trading desks, develops high-techsolutions and offers a wide range of advertising-related digital marketing services. Under thebrand slogan, “Empowering the digital future,” DAC strives to enliven the digital future of theworld we live in, making it more dynamic while expanding its potential.
Representative ： Masaya Shimada, President & CEO
Head Office： Yebisu Garden Place Tower, 4-20-3, Ebisu, Shibuya-ku, Tokyo
Established： December 1996
Business： Online media transaction related business, Solution business,
Ad Operations Business■ Platform One Inc.
https://www.platform-one.co.jp/
Representative ： Naoki Toyofuku, President
Head Office： Yebisu Garden Place Tower, 4-20-3, Ebisu, Shibuya-ku, Tokyo
Established： February 2011
Business： Development and operation of digital advertising trading platforms

■ Hakuhodo DY Media Partners Inc.
https://www.hakuhodody-media.co.jp/english/
Representative ： Hirotake Yajima, Representative Director.President & CEO
Head Office： Akasaka Biz Tower, 3-1,Akasaka 5-chome, Minato-ku,Tokyo 107-6321
Established： December 2003
Business： Advertising, sales promotion and public relations involving newspapers,
magazines, TV, the internet, outdoor and other media

For inquiries regarding this News Release
D.A.Consortium Inc.
Corporate Strategy Group Public Relations / E-mail: ir_inf@dac.co.jp
Platform One Inc.
Alliance / E-mail: info@platform-one.co.jp
Hakuhodo DY Media Partners Inc.
Public Relations Division / E-mail: koho.mail@hakuhodo.co.jp