Earlier this month at the Digiday Publishing Summit in Kyoto, Japan, we sat down with 40 executives from international publishers to get their thoughts on the state of programmatic adoption by publishers. Check out our earlier research on the future of programmatic TV here. Learn more about our upcoming events here.

Quick takeaways:

  • Three-quarters of publishers in Japan reported increased revenue from programmatic advertising in the past year.
  • Only 15 percent of Japanese publishers collect more than 50 percent of their revenue from programmatic advertising.
  • Roughly one in five (21 percent) of Japan’s publishers actively block content from users employing an ad blocker.
  • Programmatic advertising will grow to be worth $2.54 billion annually in Japan by 2020, up from $1 billion per year now.

Programmatic becomes mainstream
Japan’s media landscape is steadily maturing. Its once nascent programmatic market now accounts for over $1 billion dollars in digital ad spend, compared to just $10 million in 2013. Research based on a Digiday+ survey of publisher executives found that Japan’s publishers are reaping the benefits. Seventy-six percent of publishers reported seeing an increase in programmatic revenue over the past year.

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