Hakuhodo DY Media Partners develops Atma: a major update of the Sei-katsu-sha Data Management Platform using actual viewer log data from about one million televisions to maximize TV commercial effectiveness

Hakuhodo DY Media Partners Inc. (Headquarters: Minato-ku, Tokyo; President & CEO: Hirotake Yajima; “Hakuhodo DY Media Partners”) has completed a major update of the Sei-katsu-sha Data Management Platform (Sei-katsu-sha DMP)* with the development of Atma, a new solution that maximizes the effectiveness of television commercials with links to actual viewing log data for about one million television sets, and to Web browsing and other actual online data.
As the changing media environment makes the sei-katsu-sha purchasing process more and more complex, there is an increasing need for integrated grasp and analysis of both online and offline sei-katsu-sha behavior. Organizing TV viewing and other offline behavior into quantifiable data has been a very difficult task, however, and instead businesses usually rely on panel surveys for analysis and distribution. As a result, there has been a need for data in a volume and precision capable of understanding complex sei-katsu-sha behavior.
To address this need, Hakuhodo DY Group has developed Atma by newly adding, to the Group’s independently developed Sei-katsu-sha DMP, actual viewing log data for about one million IDs collected from TV that allow the use of TV viewing data, and integrating it with the large-scale Web browsing and search data, purchasing data and other data already part of Sei-katsu-sha DMP, enabling even more precise analysis and distribution.
The solution can help businesses achieve the following measures.