Northeast Asia Video Summit – Japan and Korea

From what we’re seeing at Publica, the shift from traditional reservation-based TV buying to programmatic in Japan is being driven by a mix of audience behaviour, technology, and advertiser expectations.

Firstly, viewing habits are changing fast. Audiences are spreading across devices from linear TV to CTV and Mobile which is creating a real need for data-driven buying models that can deliver incremental reach and frequency control beyond linear. Advertisers want to follow the viewer and programmatic provides the flexibility to do that efficiently.

Secondly, the advancement of CTV and platforms like TVer and Abema have created a premium, brand-safe environment where automation can thrive. This has gone a long way toward building trust in programmatic trading, particularly among broadcasters and agencies who value control and transparency.

The buy side is demanding more accountability and flexibility in how their video investments perform. Programmatic allows for smarter targeting, dynamic optimisation and real-time measurement, things that non digital environments simply can’t offer.

CTV and OTT are playing a transformative role in bringing precision and data-driven decisioning to Japan’s video landscape. For the first time advertisers can go beyond traditional demographic buying to leverage audience-based targeting using data to reach viewers based on interests, behaviours and viewing patterns across devices.

From what we’re seeing at Publica platforms like FOD and FAST is creating the foundation for this evolution. These environments offer both scale and addressability within trusted inventory, giving advertisers the confidence to invest programmatically while maintaining brand safety. It’s effectively bridging the gap between the control of linear TV and the flexibility of digital.

Japan’s market is advancing cautiously but strategically. Broadcasters are exploring first-party data strategies, unified IDs and audience segmentation, while ensuring compliance with local privacy expectations. We’re starting to see early examples of data collaboration between broadcasters and advertisers that mirror developments we’ve seen in markets like the U.S. and Australia.

Ultimately, Japan’s approach is one of cautious evolution rather than rapid disruption, learning from the successes (and missteps) of others to build a more sustainable and trusted programmatic video ecosystem.

Japan is arguably the market that places the highest value on brand safety and control. As a result, both buyers and sellers have traditionally preferred direct, 1:1 deals, where transparency and trust are more easily maintained. There remains a degree of hesitation toward programmatic trading, particularly in open RTB environments, due to ongoing concerns about inventory quality and ad placement.

While advancements offered by platforms such as Publica offer enhanced verification tools and live contextual frame by frame analysis, meaningful progress will depend on a mindset shift within the industry. It will take a few forward-thinking pioneers to lead by example, demonstrating the safety and efficiency of programmatic channels and building confidence across the wider market.

Markets like the U.S. and Australia have demonstrated how programmatic video can deliver scale, efficiency, and precision targeting without compromising on quality or brand safety provided the right frameworks and transparency are in place. It’s fair to say Japan is watching these markets closely and taking a measured, evidence-based approach to adopting similar practices.

For instance, the success of private marketplaces and programmatic guaranteed deals in more mature markets has shown Japanese broadcasters and publishers that automation doesn’t have to mean loss of control. These models preserve premium relationships while offering the benefits of data-driven trading.

Interestingly, we’re also seeing some Western markets looking to Japan’s broadcast model for inspiration. Traditional broadcasters in regions like Europe and Australia are increasingly exploring collaborative approaches, unifying their inventory to offer advertisers greater reach and addressable scale, effectively adopting elements of the TVer model.