Chaos Map of Advertising Operations Agencies 2026 Edition Released: Market Structure Visualized by Categorizing All Listed Companies into 6 Groups

StockSun Inc. (Headquarters: Shinjuku-ku, Tokyo; CEO: Keisuke Iwano) has jointly created and released the 'Advertising Operations Agency Chaos Map 2026 Edition' with Kensaku Jun'i no Kaizoku, categorizing 32 companies with strengths in advertising operations into six categories.

This Chaos Map is provided free of charge as a reference for corporate managers considering outsourcing advertising operations, helping them select the most suitable partner for their company.

▼ Chaos Map Public Page

https://stock-sun.com/column/advertising-management-agency/

[Background] Difficulty in Selecting Advertising Operations Agencies Is Increasing Year by Year

According to Dentsu's '2025 Japanese Advertising Expenditure,' domestic internet advertising expenditure in 2025 will exceed 4 trillion yen, and the proportion of digital advertising in total ad spending will surpass 50.2% for the first time (source: 2025 Japanese Advertising Expenditure). Performance-based advertising, centered on search and social media ads, is rapidly spreading not only among mid-sized and large enterprises but also among startups and small-to-medium enterprises (SMEs) as a direct approach to potential customers.

Amid this market expansion, the number of advertising operations agencies has surged. These range from large integrated agencies to operation-specialized, AI-automation-focused, and industry-specific agencies, each differing significantly in scope of support, pricing, and areas of expertise. As selection criteria have become more complex, failure cases are increasingly common:

- Advertising budget was spent, but no results (conversions, sales) were achieved - Account managers lacked expertise, leading to poor keyword selection and bidding strategies - Reports were delivered, but no improvement suggestions were provided, only increasing costs - Expected full operational support, but in reality, only automated ad placements were provided - Outsourcing led to no internal accumulation of know-how - Frequent changes in account managers after contract signing led to declining performance - Contracts were signed with ambiguous KPI definitions, causing misalignment with the agency

Most of these failures stem from insufficient information and lack of comparison prior to contracting. Therefore, it is crucial to compare multiple agencies in advance, using categorized information aligned with your company’s goals, budget, and challenges.

▼ Key Challenges Faced by Companies

- Uncertainty about which advertising operations agency to choose - Difficulty comparing diverse types such as 'integrated agencies,' 'specialized agencies,' 'AI-focused,' and 'industry-specific' - Pricing is opaque, with monthly fees ranging from tens of thousands to millions of yen for similar requirements - Inability to assess account manager capabilities in advance, leading to post-contract mismatches - Difficulty verifying agency reliability, including listing status, business continuity, and operational track record

[Features of the Chaos Map]

The Chaos Map classifies 32 major advertising operations agencies into the following six categories:

1. Major Advertising Agencies & Integrated Digital (6 companies)

→ Consider for comprehensive, end-to-end integrated support from branding to operations. Includes Dentsu, Dentsu Digital, CyberAgent, Hakuhodo DY ONE, D2C, and ADK—large firms listed on the Tokyo Stock Exchange Prime Market. They excel in large-scale, cross-channel integrated marketing, covering search, social media, video, and display advertising. Their strength lies in leveraging group-wide data and stable operational frameworks, though priority may be lower for small-scale projects.

2. Performance Advertising Specialists (Cross-Channel Search/SNS) (7 companies)

→ Consider for specialized, multi-channel operational support focused on search and social media advertising. Includes ANAGRAMS, Fullspeed, Jack & Beans, opt, SEPTENI, ADWAYS, and Keyword Marketing—mid-sized specialized players, both listed and non-listed. They specialize in cross-platform optimization across Google Ads, Meta Ads, and Yahoo! Ads, with strengths in cross-channel budget allocation and performance improvement. Their proposals combine proprietary operational know-how with in-house tools.

3. SME/Regional/Results-Focused (5 companies)

→ Consider for agencies with strong regional or SME-focused track records, emphasizing cost-effectiveness. Includes Soldout, SUNGROVE, UNIAD, Geocode, and Digital Athlete—players specializing in supporting SMEs and regional businesses. They excel in small-budget projects and digital transformation for regional firms, with a strong commitment to ROI. Close client relationships allow for fine-tuned adjustments.

4. AI & Automation Tool Specialists (4 companies)

→ Consider for agencies using AI and automation tools to enhance data-driven efficiency and automation in ad operations. Includes CyberACE, GladCube, Shirofune, and FeedForce—players offering proprietary ad automation SaaS or AI optimization tools bundled with support services. They use AI to automate bidding, creatives, and feed optimization, reducing manual effort while improving accuracy. Ideal for companies aiming to accelerate continuous PDCA cycles.

5. Industry/Media Specialists (EC/Retail/SNS) (5 companies)

→ Consider for deep expertise and proven results in specific industries or media such as e-commerce, retail, or social media advertising. Includes Itsumo, Commerce Media, PIALA, Members, and PLAN-B—players offering specialized support for EC, retail, and SNS. They possess deep knowledge of industry-specific consumer behavior, seasonal trends, and media characteristics. They have proven success in improving ROAS for e-commerce businesses and designing conversion funnels on social media, with flexible KPI design tailored to industry needs.

6. Mid-Sized Independent & Results-Focused (5 companies)

→ Consider for non-listed, independent agencies that offer elite, results-driven support from strategy to execution. Includes StockSun, Crossbuzz, LANY, NYLE, and PLUSONE—an industry-recognized category of independent, non-listed players. They differentiate through specialist account managers, providing end-to-end support from strategy to execution with a strong commitment to results. They specialize in flexible support aligned with the growth stages of startups to mid-sized companies, offering elite, results-oriented service with direct access to management.

[How to Use the Chaos Map]

To avoid failure in selecting an advertising operations agency, use the following three steps:

STEP 1 | Clarify Your Objectives

Define your advertising goals in advance—such as 'acquiring new leads,' 'increasing EC purchase conversion rate,' or 'expanding brand awareness.' Without clear objectives, it’s impossible to determine which category of agency to consult.

STEP 2 | Narrow Down by Budget and Scope

Monthly fees range from ¥50,000–200,000 for ad budget management only, ¥200,000–500,000 with strategic consulting, and over ¥500,000 for cross-channel integrated support. Clarify what tasks your team can handle internally and which to outsource, then use the categories to shortlist candidates.

STEP 3 | Consult and Compare Multiple Agencies