Ollie's holds a learning opportunity called "Lab Meeting" every Wednesday. At the meeting on November 29th (Wednesday), we invited Mr. Sugihara, CEO of Atara LLC, and Mr. Sato, Chairman of Atara LLC , who have been at the forefront of internet advertising from its early days to the present, to speak on the theme of "History of digital marketing in Japan - Attribution as a hook, and the evolution of business style and worldview."
The stories of these two people lebanon phone number material who have always faced the unknowns of their times, provided hints for understanding new systems, technologies, and values, and capturing their essence. We have provided an excerpt below.
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Adwords vs. Overture: A Battle of Worldviews
Internet advertising in Japan was born in 1996 with Yahoo! JAPAN's banner ads, and for the next few years Yahoo! JAPAN was the sole winner. At that time, directory search was still the mainstream, not robot search.
Later, in 2001-2, Google AdWords (hereafter referred to as AdWords) and Overture (now Yahoo! Sponsored Search, hereafter referred to as Overture) landed in Japan. At the time, Overture was an independent venture company, and the two companies competed for the search window of Yahoo! JAPAN , which accounted for the majority of Internet user reach. (At the time, both AdWords and Overture received traffic via Yahoo! JAPAN search.)
It was common sense that a search portal like Yahoo! JAPAN would only have one search partner. However, Yahoo! adopted Adwords and Overture, and sent traffic equally to compare their performance . When searching on Yahoo! JAPAN, different results were displayed (in the sense that each engine returned results) even for the same query. This was something that had never been seen anywhere else in the world .
Since Yahoo and the other two companies shared revenue from traffic, Yahoo gradually shifted its traffic to the more profitable one. Of course, the winner was AdWords. At that time, Mr. Sato was at Google and Mr. Sugihara was at Overture, and they were looking at the situation from their respective positions.
From the left, Yasuo Sato, Chairman of Atalla LLC, and Tsuyoshi Sugihara, CEO of Atalla LLC
Sugihara: "At the time, Overture was more popular with advertisers in Japan. The advertising money you spent was returned almost directly in the form of ranking, so it was easy to understand. In addition, at the time, it was a promoted type of delivery rather than an equal delivery type, so if you paid for the ad, you could advertise more and more. So Overture was an extension of the value of "advertising up until then," and it was easy to understand and sell. But in terms of profitability, it couldn't compete with Adwords. At that time, I thought that Adwords' Ad Quality system and Google's worldview were essential ."
