Dentsu is using a2x to open a branded advertising opportunity called the “Premium Audio Series,” to be incorporated in the Dentsu Private Marketplace — an invitation-only, automated platform for select buyers to transact with audio inventory. Two-hundred and thirty publishers participate in Dentsu Private Marketplace, and audio publishers can now be added for advertisers who wish to incorporate audio advertising in their campaigns. The next step will be partnering with audio content providers including broadcasters. “Digital audio is the perfect complement to display and video advertising channels,” said Akio Niizawa, Representative Director, President, Cyber Communications Inc..
In addressing a Japanese market need, Dentsu said this: “Although demand for digital audio content such as Internet radio and music streaming services is growing with increasing mobile use and better Internet connectivity, the Japanese market remains nascent with no single established or widely accepted method to serve digital audio ads.”
Today’s announcement is the latest in a series of expansions for Triton’s a2x, in which partner companies operate the sell-side platform to build a regional marketplace for streaming audio advertising. Previous announcements include Southeast Asia with Big Mobile, a deal with Macquarie for the Australian market, expansion to France with NRJ Mobile, Latin American extension with Audio.Ad, and several European territories in alliance with Adforce.com.