Case Study

Buyer Direct achieves +12.4% added reach, +18% on-target rate, and +34% engagement for Hakuhodo DY ONE

Tags
Google Ad Manager

Based in Japan, Hakuhodo DY ONE provides integrated digital marketing services across 30+ countries globally, optimizing digital advertising and technology for major brands.

The challenge

Legacy insertion orders lacked data integration, and fragmented supply chains by transaction type caused signal loss and reporting silos. Hakuhodo DY ONE needed to reduce cost, optimize cross-publisher frequency, and maximize performance.

The approach

Buyer Direct enabled Hakuhodo DY ONE to centralize frequency optimization in Google Ad Manager for a luxury auto dealer across three premium publishers. Bypassing DSPs eliminated cookie sync loss, maximized 1P data resolution, and prevented impression overlap. This path reduced tech fees, optimized user exposure, and unified reporting for real-time analysis.

The results

  • 12.4%
    Increase in unique reach 1
  • 18%
    Increase in target audience composition rate2
  • 34%
    Increase in avg. site visitor engagement time3

By connecting brands and publishers directly, Buyer Direct reduces tech fees and preserves 1P data purity. This high-resolution infrastructure not only drives immediate campaign performance but lays the groundwork for seamless agentic advertising.

Kazuhiro Sunada, Division Director, Media Solution Group, Senior Executive Manager, Hakuhodo DY ONE

  1. Buyer Direct Reporting 2026. Individual results may vary.

  2. Macromill 3P measurement reporting.

  3. Client's GA4 reporting

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