This outlines CyberAgent's strategic framework for developing new business ventures, using its advertising division as a case study. This blueprint details a four-step process for repeatable business creation: selecting a business domain, discovering business insights, acquiring necessary capabilities, and scaling the business.
CyberAgent strategically identified the nascent Japanese retail media market as a "white space," capitalizing on a gap where major retailers lacked the sophisticated ad technology to monetize their customer data.
The company's success is attributed to leveraging existing DSP (Demand-Side Platform) expertise, committing to revenue-sharing partnerships, and developing end-to-end support that includes the crucial capability of producing high-quality ad creatives. The company prioritizes "doing the business they ought to do" as the core principle guiding its expansion, aiming to shape and dominate this new advertising sector.
