Optimizing TV Advertising Transactions

Overview

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  Co-developed the “Ad Reach MAX (ARM) Platform,” an ad platform enabling programmatic transactions for TV advertising, together with Fixstars Amplify
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  The ARM Platform significantly improves the operational efficiency of TV ad inventory
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  Nippon TV plans to begin operating the ARM Platform from the end of FY2024^*

Background

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  Advances in digital technology have widened the gap between internet advertising and TV advertising, creating a need for new ad technologies in TV operations
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  Nippon TV has been developing the ARM Platform to combine the strengths of TV with the advantages of digital advertising
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  Handling the linkage between ad inventory, contracts, and creatives requires massive data processing, leading to the consideration of advanced mathematical optimization techniques

Solution

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  Modeled the structure of TV advertising as a mathematical optimization problem and conducted PoC studies considering problem scale and constraints
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  Defined realistic sample data and iteratively refined algorithms through repeated experimentation
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  Proposed a feasible implementation plan considering computational cost, time, and hardware performance

Results

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  Enabled automatic allocation of ad slots to achieve guaranteed impressions and marketing KPIs
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  Nippon TV plans to launch operations by the end of FY2024^*, with Chukyo TV also expected to participate

* The service has been deployed since April 2025.