OneAD: Bringing Intelligence to Advertising

Hilo Chen, Co-Founder & Chairman

Years ago, in the heyday of modems, a tech company ran an ad that still holds true. It read, “Modems Don’t Communicate, People Do.” In the torch race of personalized, people-driven businesses, the beacon is now borne by a newly ignited concept—Internet of People (IoP), steering the idea that “the Internet doesn’t communicate, people do.”

Driven by this notion, advertising agencies today are leveraging IoP’s ability to gather information from an individual’s online activities to deliver unique and hyper-personalized advertisements. However, in their pursuit of chasing audiences in the walled gardens of Facebook and YouTube, marketers and advertising agencies often tend to overlook the huge potential lying out there in the Open Internet (OI). According to industry veteran Hilo Chen—who is also the co-founder and chairman of Taiwan-based programmatic video ad operator OneAD—marketers need to change their mindset of only deploying marketing resources in walled gardens. He believes that the key to succeeding in today’s fragmented media environment is to step out of this and embrace the benefits of IoP in OI. This is where Chen’s company, OneAD, is in a class by itself.

Expanding the Horizons of Digital Advertising

Fortifying the concept of IoP in the advertising industry, OneAD is laser-focused on delivering some of the finest data-driven ad solutions to its clients. In doing so, the company leverages its unique capabilities in MediaTech, DataTech, and AdTech, and seamlessly connects the three technologies to help advertisers develop innovative advertising strategies. With a portfolio of functionalities such as audience buying for compelling creative ad formats, programmatic serving, and more, OneAD caters to the diverse requirements of clients for efficient marketing in the OI environment.

The company uses AI algorithms to interpret the impressions from massive target audiences. OneAD then leverages technologies that can develop innovative ad formats in conjunction with the gathered consumer insights. Lastly, to provide a premium private marketplace (PMP) and programmatic serving to clients, the company utilizes AdTech solutions that enable the integration of its offerings with demand-side platforms (DSPs). These unmatched capabilities, combined with OneAD’s vision to expand the horizons of digital advertising, helped the company evolve from a tech startup to the leading video ad-media operator in Taiwan within nine years of its inception.

Delivering Open-Minded Advertising

OneAD’s collaboration with multiple local premium publishers—including news, social, and binge-watched platforms—has allowed the company to develop its data management platform (DMP), OneDATA, which uses AI algorithms to scrutinize and derive data from a user’s various online activities. Composed of local and real-time data derived from multiple sources, OneDATA helps in building cross-device user identification called OneID, which further enables OneDATA to track the OneID graph and provide better data-related products and services to clients.

Joyce Lee, Co-Founder & CEO

In fact, in pursuit of establishing OneAD as their first local data partner in Taiwan, both Nielsen and The Trade Desk (TTD) are constantly collaborating with the company. In 2019, OneAD’s data capabilities have also been chosen by the TTD data marketplace and Nielsen Marketing Cloud. In light of this development, the company has gained the ability to integrate with foreign brands via DSPs like TTD, DV360, and Xandr, among others, and effectively interact with Taiwanese consumers with OneDATA’s exceptional coverage.

Demystifying Multi- Dimensional Advertising

Today, OneAD has been able to steer its uniqueness in the marketplace through its ability to directly connect with publishers, allowing the consolidation of high-quality data that gives comprehensive consumer browsing behaviors from several sources. The company’s AI-powered integrating and analyzing features portray complete, diverse, and multi-dimensional consumer persona. Moreover, OneAD also obtains different kinds of brand advertising data, including campaign data such as impressions, viewability, as well as user views, clicks, and other interactive data between brands and consumers. Collectively, this data is called emotional bonding indicators, which are immensely beneficial for global 500 companies. The consumer and brand campaign data gathered by the company is also instrumental in establishing a comprehensive and persuasive strategy and measurement with OneAD AI-powered brand ad solutions to meet brand advertising expectations and results.

"OneDATA enables advertisers to enrich their first-party data and accumulate data assets that can drive the development of comprehensive digital marketing strategies"


Riding on the coattails of its unparalleled capabilities, OneAD has several success stories across a multitude of market segments. In one instance, a client of OneAD approached them to address the challenge of promoting new movies by targeting the potential audiences within a relatively short period in the film industry. Consequently, OneAD suggested the use of OAM to develop their digital campaigns. By using OAM, the client could identify some specific movie genres’ high potential consumers from their former digital campaigns. Accordingly, they could direct their resources more effectively and precisely while reaching out to their target audiences.

With a plethora of such client successes, the company has gathered an extensive library of innovative advertising strategies to mitigate the emerging challenges in the advertising space. Moving ahead, OneAD aims to continuously focus on improving not only its three-fold core technology, but also its media products, data products, and cloud services. With this ambitious roadmap, OneAD expects to continue excelling in product leadership, customer intimacy, and operational excellence to deliver faster, more innovative, and highly customer-driven advertising strategies.