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Yahoo! JAPANDisplay Ad Network

（YDN） Masatsugu Shidachi

Operating OfficerHead of Marketing Solutions Company

Yahoo Japan CorporationJanuary 29, 2013



1

“Interest Match” Upgraded to

“Yahoo! JAPAN Display Ad Network”

In 2013…

Paid search advertising

“Sponsored Search”

Yahoo! JAPANDisplay Ad Network

YDN

Interest based advertising“Interest Match”

ListingAdvertising

Paid search advertising

“Sponsored Search”

PromotionAdvertising



August Matching platform

was renewedDecemberStarted distributing

image advertising(banners)

2012 was a year of preparation for

upgrading of “Interest Match”.

2



Revenue per Impression Revenue

3

There was great improvement inthe effectiveness of advertising due to

large-scale system development.

2011Q3 2012Q311/10-12 12/10-12

'11/10-12 '12/10-12

1.4times

1 1.6times

1

'11/10-12 '12/10-12

※ Revenue is on a gross basis. It increased by 1.8 times on a net basis.



BRIGHTTAG

CRITEO･･･

MORE

MobileAdvertising

TargetingAdvertising

･･･ MORE

InterestMatch

Yahoo! JAPAN Display Ad Network （YDN）



YDN Growth Strategies ① ”Data”

② ”Reach”



To distribute appropriate and related

advertising to users,we gather and utilize three types of data.

ⅰ） Data held by Yahoo! JAPANⅱ） Data held by

Advertising Network Partnersⅲ） Data held by Advertisers

YDN Growth Strategies

① ”Data”



Type of Data Previously Hereafter

Data held byYahoo! JAPAN Use Use More

Data held byAdvertising

Network Partners

Use Limitedly Use Aggressively

Data held by

AdvertisersSeldom Use Aggressively

Data and Usage

Aggressively Use Data Held byThird Parties



Type of Data / Comparison with Competitors

Overwhelm Competitors by UsingData Solely Held by Yahoo! JAPAN

Type of Data Competitors Yahoo! JAPAN

Data held byYahoo! JAPAN

Impossible Use More Data held byAdvertising

Network Partners

UseComplementally

Use Aggressively

Data held by

AdvertisersUse Use Aggressively



9

Initiatives to Use Dataⅰ） Aggressively utilize data

held by Yahoo! JAPAN

ⅱ） Use data held byAdvertising Network Partners

ⅲ） Use data held by Advertisers

a Offer search targeting advertising (summer 2013)

a Use more data held by advertising networkpartners for matching accuracy constantly

a Re-targeting:Strengthen alliance with Criteo continuously

b Starting to offer re-targeting advertisingto small-sized advertisers (spring 2013)

c Offering a tag management system to advertisersfree of charge constantly



10

Reach wider range of Internet usersby enlarging media network on multi-

devices including smartphones, etc.

YDN Growth Strategies

② ”Reach”



11

Both Advertising Network Partners andAdvertisers can improve

their user reach via multi-devices

Type of DeviceAdvertising Network

PartnersAdvertisers

Enough Enough

SmartphoneTraffic is increasing,

but not enough Optimized websites are

increasing,

but not enough

TabletLimited Services

(mainly e-commerce)Limited Services

(mainly e-commerce)

Optimization of Website



12

ⅰ） As media network

ⅱ） Support advertisers

in using multi-devices

a Strengthen Yahoo! JAPAN’s own media power

constantly

b Obtain excellent network partners continuously

c Increase traffic for targeting advertising (spring2013)

a Support advertisers in optimization of theirwebsite to smartphones (spring 2013)

Initiatives to ExpandUser Reach



13

ConservativeUp-to-dateTechnology

Technology

DevelopedInternally

TechnologyDeveloped

Internally and byThird Parties

Two Changes

Previously Hereafter



14

Offer “Personalized Re-targeting

Advertising”, optimized for advertisingbased on users’ behavior

Strengthen Business

by Making Alliances

Company with globally

top-level re-targetingadvertising technology

(from France)

No.1 Internet service company



15

Offer an easy-to-handle tag management

system for effective measurement oflisting advertising

Company with world’s top-level advertising tagmanagement technology

Strengthen Business

by Making Alliances

No.1 Internet service company

Off i S l ti



16

StrengthenBusinessby Making

Alliances

R&Dat Ultimate

Speed

Offering Solutionsat Ultimate Speed

in Digital Marketing Field



17

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