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Son Dong-jin

CEO | Dexter Krema

Son Dong-jin is the founder and CEO of Dexter Crema, an AI marketing company. As the inventor of AI-based ad solutions Adplorer and Linkplorer, he has led innovation in content-driven marketing using cutting-edge AI technologies.

In recognition of his work, he was awarded the Minister’s Award at the 2025 International AI Expo in Korea. He is also an APAC judge for the New York Festivals International Advertising Awards and previously worked at Cheil Worldwide, leading global brand campaigns.

He holds a Ph.D. in Digital Content from Kyung Hee University, combining hands-on experience with academic expertise in digital strategy.

What does a sustainable ecosystem for creators look like?"

Digital advertising has already entered the age of automation and performance optimization through programmatic buying and adtech. Yet, influencer marketing still relies heavily on emotional decisions and manual processes.

In this session, Dexter Krema introduces a groundbreaking approach that applies programmatic logic to influencer marketing through a proprietary system called Flutech™.

Flutech isn’t just another influencer matching tool — it’s a new marketing transaction infrastructure built around performance-based bidding, automatic forecasting, real-time settlement, and trust scoring. Brands set campaign objectives, and influencers bid based on their content performance. Settlements occur only when actual results are achieved, and all performance data contributes to a Flutech Score, a trust index that influences future bidding priority.

How can we fairly evaluate human-created content and ensure transparent, performance-based compensation?
This session explores the answer through real use cases from Linkplorer, a commerce platform powered by this very system — revealing a rational, automated ecosystem that puts creators at the center of modern marketing.