"We will aim to become the largest DSP player in Japan," Niizawa told AdExchanger in a translated email interview last month. "[The] programmatic buying and managed ad (DSP) market has grown dramatically in Japan. Based on Dentsu's news release on Japan's ad expenditure for FY 2012, the growth rate compared to 2011 was 118.9% and we expect similar growth for FY 2013 as well."
The decision to open up its own exchange, rather than rely on partner companies to supply its discrete programmatic needs, reflects how wide Dentsu's overall media operations have grown since July 2012, when it acquired UK holding company rival Aegis for $4.9. billion. That deal gave Dentsu Aegis' media agency Carat and its existing trading desk, Amnet.
Dentsu has hinted that the programmatic structures operating under CCI and Amnet will support the new trading desk. But the company is still feeling out the programmatic space, and ultimately, as the exchange-based buying methods become a bigger part of Dentsu's business, it's likely that this is just the first stage for a fuller consolidation of those various tools.
Representatives from Dentsu were unavailable to comment.