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LIVE BOARD ties up with Hivestack for programmatic OOH marketplace in Japan

By M4G Bureau - December 09, 2019

Hivestack DOOH ad tech platform selected to serve as technology back-bone of LIVE BOARD’s full-stack, programmatic OOH offering for the Japanese market

LIVE BOARD Inc, a joint venture between NTT DOCOMO, INC. and Dentsu Inc., has announced a partnership with Hivestack Inc, a technology platform that powers programmatic OOH buying and selling. First in Japan, LIVE BOARD launches a full-stack, “LIVE BOARD MARKETPLACE” that enables brands and agency to activate OOH media against audiences in motion, trade inventories programmatically and deliver OOH advertisements on an impression basis.

Ichiro Jinnai, CEO and President of LIVE BOARD shared, “After a demanding evaluation of multiple ad tech platforms, we have decided that Hivestack was the ideal technology partner that enables our ambitions for programmatic OOH. Hivestack has essentially created a Japanese-tailored version of its entire platform enabling the LIVE BOARD MARKETPLACE for DOOH buyers and sellers. While we will use the Hivestack platform for our owned LIVE BOARD inventory, the plan is to also roll up the extremely fragmented publisher side of Japanese DOOH into one consolidated ad exchange, thus making DOOH easier to buy at scale.”

  • The LIVE BOARD Supply-Side Platform (SSP) allows Japanese DOOH media owners to sell negotiated packages of inventory via private MARKETPLACE deals.
  • The LIVE BOARD Ad Exchange  allows Japanese DOOH media owners to monetise unsold ad spots in a loop via documented LIVE BOARD APIs. Software engineering is required from the media owner to integrate their bespoke content management system (CMS) to the LIVE BOARD Exchange via the LIVE BOARD APIs.
  • The LIVE BOARD HTML Container  is an alternative method for media owners to connect to the LIVE BOARD Exchange instead of passing through the LIVE BOARD APIs. The LIVE BOARD HTML Container is designed for small media owners who might not have the software engineering resources to develop an API integration with to the LIVE BOARD Exchange. With this approach, media owners simply use their HTML-capable CMS/Player system to schedule the LIVE BOARD HTML Container as a spot in the loop of a DOOH screen. When played, the HTML Container has baked in JavaScript that makes ad requests over the Web to the LIVE BOARD SSP, which then replies with media owner pre-approved creative. This approach does not require any software development from the media owner.
  • The LIVE BOARD Ad Server allows Japanese DOOH media owners to programmatically deliver impressions on their screens based on audience pacing, geographical skewing and frequency capping algorithms. The LIVE BOARD Ad Server geo-temporally optimizes ad delivery by targeting audiences that are ingested from NTT DOCOMO’s mobile geospatial platform Mobile Kuukan Toukei™ (Mobile Space Statistics)(*1). Mobile Kuukan Tokei data is derived by anonymized signals from NTT DOCOMO, and aggregates audience movement patterns using privacy compliant methodologies.
  • An optional, licence-free LIVE BOARD Player  is driven completely by the impression-based LIVE BOARD Ad Server. The LIVE BOARD Player was independently developed and owned by LIVE BOARD.

The buy-side of the LIVE BOARD MARKETPLACE offers a DOOH-channel DSP called the LIVE BOARD DSP. This self-serve DSP can be used by Japanese OOH agencies and trading desks to programmatically bid on impressions on the LIVE BOARD Ad Exchange. The LIVE BOARD DSP uses bidding technology that bids on high-value audience impressions as perceived by Mobile Kuukan Toukei™ geospatial technology.

Andreas Soupliotis, CEO, Hivestack Inc. commented, “In order to guarantee a high level of service to LIVE BOARD, Hivestack has formally launched Hivestack Japan based in Tokyo. We are thrilled to be expanding into Japan, which is the third largest OOH market in the world. Our partnership with LIVE BOARD will usher a new era of programmatic OOH buying in Japan. While the Hivestack Platform will serve as the tech back-bone of the LIVE BOARD MARKETPLACE, LIVE BOARD will be developing buyer relationships with trading desks, as well as seller relationships with Japanese media owners. It’s a perfect partnership and I am excited to see LIVE BOARD’s incredible story unfold in the next years.”



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