How to serve SSP and DSP in advertising - Keisuke Terada from Geniee International

[Music] I am now joined by Casease Karada, CEO of Genie International. How are you doing today? Yeah, doing good. Thank you so much. Fantastic. Now, this is the first time that we've spoken and I'm curious to know what is it that Genie does? Uh what are you folks all about? So, Genie is Japanese ad techch company and we provide uh SSP and DSP. So, we are working with both web publishers, app publishers and also advertisers agency who are looking to you know increase uh their brand awareness and also you know they want to get some uh performance campaign. Gotcha. Okay. So, you mentioned that both DSP and SSP. So how do you optimize both of these processes for the advertisers and the publishers that you're working with? Cuz I know that some people only manage one or the other or you might even see it as a conflict to do both. So how do you deal with it? So basically uh we started business from

SSP side and we have a quite great network of publishers in web and app. So we are providing you know all the services from head bidding at exchange and also you know SSP. So we cover a lot of you know inventory. So that is the benefit for advertiser and agency like looking to advertise their product in you know certain category of media or they want to purchase the uh one click with a very lower price. So here's uh the benefit for public uh for advertiser that like we can offer much cheaper you know CPC compared to other DSP platform. So but we are we have direct connection with the publisher. So we can offer great amount of revenue for publisher while keeping the CPC CPM very low for advertiser side. So this is how the ecosystem works with Genie. Gotcha. So it's more complimentary rather than combative. I see. Well, we've been talking about AI at a lot of

our recent shows and so is the rest of the world. Uh I see that Genie not only uses ML and its processes but also offers generative AI as an in-house product in and of itself. How is AI impacting your workflow and what you offer to your clients? So there are two two side of things. So externally like we provide AI solution. So we are we have established a company called Japan AI two years ago. So Genie is you know direct genies how do I say sub subsidiary company and Japani is currently offering you know generative AI services and also you know agent AI agent services as well. So we are providing this to the company who wants to you know make the work efficient and internally we are trying to you know optimize our work and also optimize the campaign as well. So one of the example is that like we have some control of flow price which is you know uh very key uh function for publisher to maximize

their revenue but we used to do that manually but now we are using AI to control this kind of optimization and that brings you know uh better revenue for publisher and we are aiming to you know utilize our AI agent more for internal purpose as well so that like we can generate some contents for publisher We can make some banner create banner or other creative for advertisers and agency. So this is how we are going to utilize AI for the future. I see. Interesting. Well, we've been talking to people about the app store and Google play in the west. So I think it was last year that that they had the ruling in Europe whereby they were kind of trying to dismantle this monopoly that the app store and Google Play seems to have as the two primary western app stores. Now in the east I know they're much more familiar with the idea of multiple different third party app stores and the customer has a lot of choice when they go to these things. Uh just as this is happening and direct uh to consumer stuff is coming in as well

stores and things like that. We are also seeing Amazon shutting down its web shop that it opened up. We're seeing Epic Game Store starting to fall in profits not really maximizing its potential. As someone who is from the east, what do you see as the future for the west when it comes to this kind of thing? Do you think there is room to open up the marketplace to lots of third parties or do you think the dominance has already been established and there's no way back? So I think there are two different answers. So when it comes to Japan, I think the dependency on the you know western app store is super huge and we have quite you know lot of user for you know iOS. Yeah. So for Japan we have quite you know big dependency but when it comes to Southeast Asia or other APAC country we are operating like India or Vietnam Indonesia so they their you know main device is from China so they have Chinese app store and there's some game on there and a lot of you know utility

app there. So I think it's not monopoly of those you know two big you know giant company from west but we have a lot of Chinese company managing app store and these days like some app is converting into H5 you know like web games in order to you know go away from that uh you know app store ecosystem. So we are seeing some potential for you know those Southeast Asia or other AP pack country to go out from you know those app store and go more to you know some Chinese uh app store or other third party app store or even you know web browser gaming instead of using app. So that's what I see. Okay. Okay. Interesting. Now we're at the San Francisco show this year. What are you looking to in terms of the future for the company regarding expansion of you're you're here. Are you interested in for example opening up offices in the west? I know you're primarily based in Japan, but is that something that you guys are looking towards? Are you are you planning mostly to focus on your current like projects

in the east? So uh two years ago, Genie has acquired a company called Adusha which is you know located in India and also US. So now we are opening up the market globally. So as a genie, so Genie used to focus on Japan, Southeast Asia. But after the acquisition of Alushab, we have great team in India and also US. So we are currently expanding our you know share into EU and also US market because we have the great capability in all the market. So what we see in the future is that we scale our coverage of service you know from web to app and also you know advertisers agency and we will connect you know publishers and advertisers seamlessly and you know expand our you know presence in US and EU market. What do you feel are the biggest challenges in your sector right now? Obviously there are lots of people providing the service that you provide and in order to be able to get clients to come to you versus someone else. What are you able to offer if when you work

with your clients? What's the thing they say? Well, I was going to go with this company over here, but in the end, I decided to go with Genie because why why do you think? So main you know different the key difference with us and other companies that we are super flexible in terms of integration and also like the way it works. So there are some company like only doing the supply side of business or only doing demand side of business but we have both things and also like we are we have great team everywhere. So like India we have uh 100 employee there and in Southeast Asia we have office in Hanoi, Vietnam and also Jakarta, Indonesia and office in Japan and we have office in US. So we cover almost all the time zone and we got a lot of insights from each different markets with a you know variety of publishers and advertiser. So if what we can offer is that we have the you know knowledge base of these you know a lot of publishers and lot of stakeholders in

this you know area. So there are a lot of strong partner in US but like we are very global multinational you know team with a lot of diverse you know uh insight and point of view. So that's something we can offer you know as a difference you know yeah to the customers. And what are you looking to do in 2025 2026 going forward? Are there big plans that you've already locked in that you're planning to unveil or reveal later in the year or you just is it just growth and and expansion? So since acquisition of at pushup like we have you know three years plan to you know expand more in the US market and optimize our service but also like we are developing our you know AI tool like from Japan AI so that like we can offer you know some value added you know on the top of the current service like what we can do to minimize publishers you know burden to create a content or optimize you know their campaign and what we can do with the extra time like

we save by you know utilizing AI. So that's something we focus in the last in the next one or two years. I see. Not sure. Well, very keen to see how that turns out and thank you so much for talking to me today. Thank you so much. [Music]