Yahoo! in Japan has begun using DG MediaMind’s ad serving technology platform for rich media ads on its GyaO! subsidiary. GyaO! is Japan’s largest free video streaming site. Yahoo! believe this will help advertisers more effectively use their Internet advertising as a branding vehicle. The effectiveness of the ads on GyaO! will be measured using MediaMind’s ‘Dwell’ metrics. This is designed to measure and visualise the extent of the engagement of the user. It has been shown in a live test in December 2012 that rich media ads on GyaO! have a 220% longer engagement duration.