“It is the responsibility of agencies and all publishers to provide a better advertising experience.”: Yosuke Tsutsumi, Executive Officer of OPT Solutions Sales Division and Advertising Strategy and Communications Division (DIGIDAY[Japan Edition])
Digiday Japan’s interview series “REFRAME: Rethinking Digital” encourages a rethink of the digital market. In this issue, we spoke with Yosuke Tsutsumi, Executive Officer of the Advertising Strategy and Communications Division at OPT, Inc., about the challenges facing digital advertising today.
Tsutsumi said, “Branding-based advertisers and performance-based advertisers have very different values depending on the KPIs they set,” and analyzed, “Because their needs and sense of issues are also different, unilaterally imposing one side’s ideas will not change the situation.” So where is the solution? “If you are obsessed with superficial KPIs, it may not ultimately lead to profits for the customer,” he explained. We asked Tsutsumi about the current state of digital advertising and how agencies view the issues. ◆ ◆ ◆ Tsutsumi Yosuke / OPT Inc. Solution Sales Headquarters and Advertising Strategy and Communication Headquarters Executive Officer. Joined OPT Inc. in 2007. After working in sales mainly in the financial industry, he became the head of sales in 2012. After that, he became the head of sales for the real estate, entertainment, and travel industries, and the head of sales, creative, and communication design in the brand area, before becoming an executive officer in the sales management area in January 2021. He has held his current position since April 2024.
──What do you think are the current challenges facing digital advertising in the Japanese market, and how do you view them?
As a premise, more attention will be paid to privacy and data protection. On July 22, Google announced that it had given up on abolishing third-party cookies from Chrome, but the trend toward strengthening privacy protection is a given. On the other hand, we must also pay attention to technological innovations in AI. At a speed faster than we can imagine, AI is being used in creative creation, ad delivery, and daily work. “Privacy and data protection,” and “AI.” These two keywords are inextricably linked to the problems of ad fraud and brand safety in digital advertising. Viewpoints such as the reliability and transparency of advertising will receive more attention in the future. This year, there are major events such as the Olympics and the US presidential election. As the amount of content increases, there is no doubt that ad fraud and fake news will increase.
