Hakuhodo DY ONE and Hakuhodo Technologies Add AI Agent Functionality to 'iPalette' Advertiser Collaboration Platform

Hakuhodo DY ONE Inc. (Headquarters: Minato-ku, Tokyo; President: Hiroaki Kitazume; hereinafter Hakuhodo DY ONE) and Hakuhodo Technologies Inc. (Headquarters: Minato-ku, Tokyo; President: Makoto Nakamura; hereinafter Hakuhodo Technologies) are pleased to announce the addition of an AI agent feature to 'iPalette' (*1), a platform operated by our company that centrally manages and coordinates communication related to ad delivery with advertisers.

■ Background

In recent years, the PDCA cycle for ad delivery measures has been accelerating in the advertising industry due to the diversification of media and the evolution of AI technology. While opportunities to integrate and analyze multiple media and metrics are increasing, report confirmation and analysis often depend on the experience and skills of the person in charge, making it difficult to define the next action, which has become a challenge of personalization. Additionally, comparing and organizing data by delivery period or data unit requires a lot of time, and with limited resources, there are cases where sufficient effort cannot be put into considering improvement measures. Against this backdrop, while rapid decision-making through faster operations is demanded on the ground, there are also cases where barriers are felt in data analysis and utilization. In response to this situation, expectations for summary and analysis support by generative AI are growing in the digital advertising market, and the need for tools that realize efficiency in analysis work is expanding.

Therefore, to solve these issues, both companies have newly equipped the advertiser collaboration platform 'iPalette' with an AI agent feature. This feature allows for the automatic aggregation and analysis of ad report figures on 'iPalette', providing immediate results. The data aggregation and analysis work that previously consumed a great deal of time and effort will be significantly streamlined, creating an environment that instantly leads to primary insights. Furthermore, by utilizing the chat function, it becomes easy to delve deeper into the analysis results or give additional instructions, enabling stable analysis and insights regardless of the operator's experience. This supports the planning of rapid and highly accurate improvement measures, contributing to the quality improvement of the company's overall marketing activities.

Details of the 'iPalette' AI Agent Feature

About the AI Agent Feature

This is a function that automatically analyzes ad delivery performance and outputs the analysis results. This is expected to significantly reduce the time required for data aggregation and analysis. After the analysis results are output, it is also possible to give additional instructions via chat to delve deeper. It realizes stable analysis and insights, regardless of the operator's experience.

Features

● Enables autonomous analysis of delivery performance and suggestion of actions through a proprietary report analysis AI agent

● Allows for flexible analysis instructions and deeper dives on a chat basis

● Realizes analysis that takes into account specific circumstances through individual advertiser settings