Lotte Members Integrates DSP into ‘DeepAd’ Platform... Launching Full-Scale Ad Tech Business

On the 10th, Jeon Hyung-sik, CEO of Lotte Members (left in the photo), is taking a commemorative photo with Yang Jun-mo, CEO of Motive Intelligence, after conducting an online business agreement ceremony in the Lotte Members conference room in Sunhwa-dong, Seoul. Photo by Jeon Hyung-sik

[Asia Economy Reporter Seungjin Lee] Lotte Members has added an advertiser media buying platform (DSP) to the ‘DeepAD’ platform, officially launching the service on the 21st of this month and intensifying its ad tech business.

DeepAD is a data management platform (DMP) based on Lotte Group’s big data, which since its launch in June has provided partner companies with various functions such as data analysis, targeting, and pattern modeling for customized personalized marketing.

With this platform expansion, it is now possible to establish marketing strategies based on data analysis results on the DeepAD platform and simultaneously execute or broadcast digital advertisements accordingly. Available advertising media range from channels owned by Lotte to Motive Intelligence’s direct broadcast media, network media, and IPTV. After ad execution, response data is collected, and through response rate optimization, the efficiency of subsequent advertisements can be further enhanced.

To this end, Lotte Members signed an official business agreement with Motive Intelligence, the operator of DeepAD DSP, on the 10th of this month. The non-face-to-face signing ceremony was attended by Jeon Hyung-sik, CEO of Lotte Members, and Yang Jun-mo, CEO of Motive Intelligence, among others.

Jung Ran-sook, Head of Data Analytics Division at Lotte Members, said, “With the addition of the DSP platform, we have established a foundation for advertising execution across various media, enabling us to fully provide data-driven total advertising services. By combining Lotte Group’s big data, which can identify customers’ actual purchasing behavior, we expect to maximize the marketing efficiency of our partners.”

Meanwhile, Motive Intelligence is an ad tech company with annual sales of approximately 20 billion KRW, established in 2014 as Onnuri DMC and renamed last month. It operates the integrated online and offline advertising management platform ‘CrossTarget’, the advertising exchange platform ‘ExcelBid’, and the digital marketing performance platform ‘Apolio’.