Searchteria, a Japan's mobile key word ad frontier, started a mobile ad exchange called OPAST. OPAST has a direct offering function in which advertisers pick mobile sites and offer the price and duration of ad serving. Also, it has an ad serving optimization function which can maximize the effect of ads by using the past data analysis that Serchteria has, and by pilot testing the ad serving in a limited way at first.
OPAST is the second mobile ad exchange opened in Japan following Admob which started operation in Japan early this year. Admob, a Silicon Valley company, has a long tail strategy that appeals to small site operators at first.
In contrast, Hikaru Miura, managing director of Searchteria, said Searchteria will keep working closely with ad agencies.
A couple of people in the industry told me that in Japan major ad agencies still has strong foothold in the ad market. "Without agencies help, you cannot get ads. I heardAdmob is having a hard time in Japan," one ad industry veteran said.
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