Nippon TV, TBS and Fuji Television will establish a new company responsible for the Ad Reach MAX television advertising transaction platform. Capital will be ¥100 million, operations are scheduled to begin in February 2027, and all 3 companies will invest.
Nippon Television Network Corporation, TBS Television and Fuji Television announced that they will establish a new company, アドリーチマックス, in October to plan, develop and operate the Ad Reach MAX platform. The new company is scheduled to begin full-scale operations in February 2027, with capital of ¥100 million. Matsumoto Manabu (松本 学) will become its representative director and president.
The new company will inherit the technology and expertise of AdRM-PF, which Nippon Television has developed and operated to date, and will be responsible for planning, developing and operating the platform. TBS Television and Fuji Television have invested in the new company in support of the policy of developing AdRM-PF into common infrastructure for the television advertising market.
AdRM-PF is a programmatic trading platform that connects broadcasters' advertising inventory with the web service スグリー and external DSPs and SSPs. AdRM-EXchange supports RTB, enabling operations in which bids are placed several seconds before a commercial is broadcast to determine the advertising inventory. The new company will establish a framework for cross-platform use of advertising inventory and the accumulation and utilization of data, while the 3 companies will strengthen their ability to drive the business under independent management.
The 3 companies plan to proceed with connectivity in spring 2027, with TBS around spring and Fuji around spring 2028, and have indicated a policy of continuing to invest and develop the business.