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Japan launches first publisher co-operative with Rubicon Project as tech partner

Japan has unveiled its first publisher co-operative, Delta Publisher Alliance, with Rubicon Project chosen as the programmatic partner for all its digital advertising inventory.

Delta Publisher Alliance launches initially with three of Japan’s leading publishers – Succor King, J-CAST News and Auto Sport, who combined have a monthly reach of over 16 million unique users and garner 114 million monthly page views.

Through the new co-operative, publishers will make their entire mobile, app and desktop inventory available to advertisers through Rubicon Project’s technology platform. The pooling of resources will mean participating publishers in the alliance will have access to thousands of global advertisers on Rubicon’s platform.

It marks Rubicon’s 12th partnership with a co-operative worldwide, indicative of a global trend that has seen publisher co-operatives launch across five continents in the past two years. This trend has continued into 2016 with co-operatives launching in the UK, the US and South Africa, and now Japan.

Tomoyuki Ikeda, managing director for Japan at Rubicon Project, commented: “Co-operatives are a proven way for publishers to aggregate their inventory and compete effectively in the digital space.

“The launch of Delta Publisher Alliance is a huge step for this robust marketplace and will further fuel the growth of digital advertising spend in Japan which is forecast to be worth $4.42 billion in 2016, growing to over $6 billion by 2021.”

Tetsuya Shintani, country manager for Japan, The Trade Desk Japan K.K., added: “Private marketplaces have recently taken off in Japan. We understand the value of audience data at scale across multiple premium publishers and have been delivering top-class PMP executions in the US and Europe.

“We have long been working with Rubicon Project on this nascent area in Japan, and the launch of Delta Publisher Alliance will bring great benefit for buyers. We expect that this will greatly increase the programmatic transactions of high quality premium inventory in Japan.”