CEO speaking about how ACA Network is going to revolutionize online advertising industry
We just had a meet-up event on April 25th, 2018 in Tokyo Shibuya. At the event, our CEO, Kou Youngwook, talked about how ACA Network is going to revolutionize the online advertising industry. The following article is the summary of the speech presented at the event on April 25th, 2018.
Thank you all for coming tonight. Today I am going to explain the business lineup of ACA Network. First of all, as the CEO of the company, I am going to talk about what ACA Network wants to achieve, our development and our service.
Working as the CEO of ACA Network and Rocketstaff Ltd., I have to travel for work between Japan and Korea. Dentsu (電通) even selected me as a one of the 25 NIPPON-tsu(日本通) they release.
Is there anyone working in the online advertising industry here? If so, the following information might burn your ears. First, let me talk about the parent company of ACA Network, Rocketstaff, a company operating free comic apps on google play and the app store, including Manga KING(マンガKING), Manga MINT(マンガMINT), Manga STARS(マンガSTARS). Currently, we have 9 free comic apps on google and iOS platform in total. As a media, we have grown through the past few years to the point where we have 500 million impressions every month.
And talking about online advertising industry, it also growth in past few years and it is still growing. Estimated, in 2018, the market will worth US$281 billion.
However, if you have ever launched an online advertising campaign, you must know what an advertising agency is and how they propose the campaign and how your budget is run. In most cases, the advertising agency won’t make all the information available about how your budget was used and how they evaluate the cost. Even for platforms like Facebook or googleAD, it is possible that the media are padding your budget or using robots to generate clicks. As I mentioned before, we are operating a media which has 500 million impressions every month. The growth of our traffic was a smooth sail. However, even though the traffic was growing, our income did not follow the growth phase of our traffic. Somehow our income plateaued in spite of our traffic growth. This problem troubled us a lot and I asked one of my friends who was familiar with the operation of advertising media. He advised us to contact the advertising agency to adjust the unit price of advertisement. So I called up the advertising agency. And we found our income increased! However, after a while, our income dropped again. Then I called the agency again and our income increased. After repeating this cycle, I came to realize the income of the media was controlled by the person in charge of the media in the advertising agency. Too much information is black-boxed by the advertising agency. The advertiser and media don’t even know how the unit price of the advertisement is calculated.
Ad fraud is another big problem in this industry. Not all the advertisements are viewed by humans. For instance, using a bot to create fraudulent clicks is one of the common ad fraud problems. The total amount of improper billing in the online advertising industry in 2017 was estimated around US$ 16.4 billion.
Marc Pritchard, Chief Brand Officer at Procter & Gamble, spoke at the IAB Annual Leadership Meeting. “”It’s time to grow up. It’s time for action.” There is an urgent need to reconstruct and make transparent the eco-system of online advertising industry.
We, ACA Network, are utilizing blockchain technology to build a transparent online advertising exchange platform. Moreover, the application of blockchain technology is not only limited to recording the transaction record but also optimizing the supply chain. This realizes a higher level of efficiency of advertisement. Our goal is to establish a platform which benefits both advertiser and media. Not only ACA Network, BTA and ADX in the U.S and China also launched similar projects with a good first step. I hope the ACA Network will be one of the members to change the online advertising industry worldwide. The official video of ACA Network explains our plan. Please check it out.
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