OneAD: Integrating Media, Ad, and Data Technology Capabilities

The mornings and afternoons of Taiwan vary in the northern and southern parts of the country. Especially in April, northern Taiwan experiences freezy mornings and warmer days than its southern counterpart. These climate differences became the determinant for the advertising campaign of the Taiwan division of the famous food chain, McDonald’s that wanted a suitable coffee ad for both the temperature zones but had few resources. The company was aiming to broadcast an iced coffee ad when the temperature was above 22 degrees and hot coffee ads if the temperature was lower than 22 degrees. McDonald’s sought a digital video ad operator, OneAD’s assistance for the task, which then collected temperature-related data and ensured that people in the north were exposed to different ads than the audience in the south. “Over the years, the advertising industry has witnessed a paradigm shift in the way advertisers operate. They no longer buy media products alone and instead prefer to buy it with data point advertising products for precise targeting,” mentions Hilo Chen, co-founder and chairman of OneAD.

The company integrates sophisticated media, ad, and data technology capabilities to offer one-of-a-kind, data-driven ad solutions. It provides big data platforms using data points such as temperature or other factors including location, demographics, interests, and information based on browsing behavior. OneAD integrates its ad network, programmatic platform, and data capability with mobile coverage using one of its platforms, OneAD Smart Media.

With the high penetration of mobile coverage, the ad formats of OneAD Smart Media are designed to deliver remarkable viewing experiences. OneAD is also the preferred programmatic-buy partner for international liquor, luxury, and smartphone brands, as it provides eye-catching and big size video formats such as VAST/VPAID/JS which are different from most programmatic-buy networks. OneAD Smart Media meets the global programmatic-buy policy of various standards for brand advertisers and partners such as DBM, Adobe, Google Adx, and has its own ad tech and media network which provides access to vast traffic data in real-time. It is a challenge to integrate diverse and siloed data sources, which include first-party marketing data sources along with other sources outside OneAD’s territory.

The company is recognized as a double-sided marketplace video ad operator (VAO) as it simultaneously fulfills the demand and supply needs of the advertising industry. Uniquely positioned in the digital video advertising space, Taiwan-based OneAD benefits the publishers and caters to advertisers’ needs and designs products and services to help them in precise targeting. It enables the brand advertisers to effectively conduct, plan, buy, and measure insights, which are the company’s key business activities. OneAD offers its solutions in three phases—service design, systematic thinking, and value integration. The company empowers advertisers with disruptive thinking and works collaboratively to provide them a practical artificial intelligence (AI) tool with simplicity and convenience. Once the design is ready, systematic thinking is the next step where the firm builds an operational system—including its advertising product line and cloud services—which enables advertisers to measure brand performance.

The backbone of all the three phases is big data; OneAD captures big data, and thereafter categorizes, analyzes, and applies it for decision-making with the help of its OneID Audience Manager platform. The whole purpose is to collect relevant data and pass it through AI methodologies and deep learning applications to provide foresight, insight, and hindsight. The platform allows the advertisers to continuously explore, discover, understand, and massively amplify their high-value audience.

In order to grow its clientele, OneAD has introduced another AI tool—dynamic reach optimization (DRO)— and plans to introduce dynamic performance optimization (DPO) and dynamic creative optimization (DCO) later this year. OneAD will continue to innovate its media, ad, and data technology to create a competitive edge for advertisers and media agencies. The company also looks forward to collaborating with local partners for expanding its footprints in China and Southeast Asia.