Programmatic ad spending, though still a small part of Japan's total $50 billion ad market (as per ZenithOptimedia), is expected to experience even greater gains in 2014. Niizawa cited Dentsu figures showing that Japan's programmatic marketplace rose about 119% last year. Similar growth rates are expected for this year as well, Niizawa said. Both CCI and Rocket Fuel hope to capitalize on this growing market by expanding their respective partnerships.
“In addition to helping our existing customers grow their programmatic success, we will continue to work with Japanese agencies to identify advertisers who could benefit from Rocket Fuel's technology," said Richard Frankel, president and co-founder of Rocket Fuel. "We are very excited about the recent release of our branding products, which will allow some of the Japan's biggest advertisers to capitalize on the growing power of RTB (real-time bidding) in the market."
The CCI partnership has certainly helped Rocket Fuel, which recently posted Q3 top-line revenue growth of 132%. Though neither company would provide specific dollar figures, Frankel said that the "growth rate of Rocket Fuel's business in Japan has averaged 250% per quarter."
Other Western companies are also getting into the mix. Besides Rocket Fuel, DSP/DMP provider Turn and retargeter Criteo, have all made their first forays into Asia in the past year to help latch onto the emerging programmatic space there.