Sony Pixel Power calrec Sony

KDDI&Supership to launch next-generation digital advertising platform that prioritizes customer privacy

16/11/2021

Reaching lifestyle relevant audiences at scale without cookies

KDDI Corporation

Supership Holdings Inc.

Supership Inc.

November 16,2021

KDDI CORPORATION (Headquarters: Chiyoda, Tokyo, President: Makoto Takahashi; referred to as KDDI below), Supership Holdings Inc. (Headquarters: Toranomon, Tokyo, President: Shingo Inaba; referred to as Supership Holdings below) and Supership Inc. (Headquarters: Toranomon, Tokyo, President: Takeshi Ohasa; referred to as Supership below) are jointly developing a next-generation digital advertising platform (referred to as the platform below) scheduled to launch in January 2022. The platform will prioritize data privacy while serving highly relevant advertising based on customer lifestyles.

At the core, the patented technology provided by Novatiq Ltd. (Headquarters: Wales, UK, CEO: Jonathan Hulford-Funnell; referred to as Novatiq below) enables advertisers to activate audiences using only permission-based data.

KDDI, Supership Holdings and Supership Holdings will integrate the platform with Superships advertising platform to provide optimized digital marketing for advertisers.

New Digital Advertising Platform Overview

To date, using 3rd party data [

1] to reach audiences based on customer interests and needs across websites and apps has been a mainstream practice in digital marketing. However, from a data privacy protection viewpoint, this is globally becoming more problematic, as much of this 3rd party data originates from tracking customer behavior with Cookies or advertising IDs (referred to as ADID below) without consent. This situation demands new marketing methods that dont rely on the utilization of such 3rd party data.

The platform protects the customers data privacy by generating a transient one-time token (referred to as ad delivery ID below) [

2] for each website or mobile app interaction combined with KDDIs permission-based attribution (e.g. gender, age group, etc.). It enables advertisers to serve highly relevant ads using only permission-based data, ensures that customer privacy is protected, and supports effective marketing.

KDDI, Supership Holdings and Supership will utilize this new technology in their aim to spread the use of digital ad delivery that prioritizes privacy.

For more information, please refer to the attachment.

Attachment About the Platform 1. Features

(1)

Privacy-First Platform:

The platform serves highly effective digital advertising through the utilization of original ad delivery IDs that arent dependent on Cookies or ADIDs.

Ad delivery IDs are randomly generated when websites and apps are accessed to ensure ad delivery IDs arent saved on customer devices such as smartphones and computers. In addition, customer action histories arent tracked or collected across websites and apps.

(2)

Realization of digital ad delivery relevant to customers lifestyle:

The platform connects permission-based 1st party data [

3] from the KDDI Group to the ad delivery ID using IP addresses in an intermediate step. This cohort information (gender, age group, etc.) is used to determine which ad is delivered.

While taking data privacy into consideration, advertisers can reach audiences with highly relevant digital advertisements based on customer lifestyle.

(3)

Service provided via Superships ad platform which sees 35bn monthly impressions:

The platform built on Novatiqs patented technology will be provided via Superships DSP (ScaleOut) and SSP (Ad Generation).

SSP (Ad Generation) is a multifaceted platform centering around mobile apps, it boasts a wealth of inventory, and delivers ads to customers through premium media.

Supership Holdings entered into a capital and business alliance [

4] with Novatiq in June 2021. This agreement gives Supership Group the exclusive rights to use Novatiqs patented technology in Asia.

Only permission-based data is utilized. Data handling complies with all relevant laws and regulations to ensure appropriate information security. In addition, any personally identifiable data such as the names of individuals, addresses including street numbers, telephone numbers, and email addresses are not utilized.

For details regarding data usage or ad delivery system, please refer to the privacy portal:

https://www.kddi.com/corporate/kddi/public/privacy-portal/ (in Japanese only)

2. Launch Date: January 2022

3. Fees: For inquiries regarding fees, please contact Supership Inc.

4. Contact Information: Supership Inc.

Email: so-sales@supership.jp

Web Inquires:

https://supership.jp/business/cookieless-ads_en

(Reference) About Novatiq Novatiq is a leading identity and audience activation platform empowering publishers, brands and telcos to reach their audiences at scale and provide better customer experiences all while prioritizing privacy.

Using patented, privacy-first technology, Novatiq enables the creation of IDs based on pseudonymised first-party data, including fully consented customer intelligence from telco operators. This new approach to consented IDs puts privacy first, improves user-experience, drives better campaign performance, and enables a new generation of personalised digital services. The company has multiple patents, is ISO 27001 certified and rigorously compliant with global privacy standards.

https://novatiq.com/

[1]

Data provided by third parties that dont have a direct relationship with the customer.

[2]

Ad delivery identifiers are randomly generated when ad spots with modules are displayed on the platform. The module generates or transmits ad identifiers by utilizing a program equipped with part of an ad spot provided by Supership. Apps and web services other than those provided by KDDI are also embedded.

[3]

Data businesses collect/store after receiving customer permission.

[4]

Supership Holdings New Release (June 1st, 2021): Supership Group and Novatiq
LINK: https://news.kddi.com/kddi/corporate/english/newsrelease/2021/11/16/55...
See more stories from kddi

Asia, Australia & Oceanic Stories

28/01/2022

Establishment of KDDI SmartDrone Inc.

January 28,2022 KDDI Corporation Contribute to resolve social issues by providing new value through drones KDDI established a consolidated subsidiary (wholl...

28/01/2022

Financial Results for the Third Quarter of the Fiscal Year Ending March 2022

January 28,2022 KDDI Corporation KDDI announced the financial results for the third quarter of the fiscal year ending March 2022. Summary In the third quart...

26/01/2022

Kadhaanayagi local Tamil horror comedy series premieres on Astro

26 January 2022 Kadhaanayagi local Tamil horror comedy series premieres on Astro Premiering 1 Feb on Astro Vinmeen HD (Ch 202), Astro GO and On Demand ...

24/01/2022

Screen Australia, SBS and NITV announce Digital Originals are back for 2022

24 01 2022 - Media release Screen Australia, SBS and NITV announce Digital Originals are back for 2022 Iggy & Ace, The Tailings Screen Australia, SBS and Nat...

24/01/2022

Astro Thanks Customers with Free Preview of all Movies and Korean Channels, 29 Jan - 6 Feb 2022

24 January 2022 Astro Thanks Customers with Free Preview of all Movies and Ko...

24/01/2022

Auditions open for young acting talents in Junior Super Star APAC Special

24 January 2022 Auditions open for young acting talents in Junior Super Star APAC Special Finals premiere on ZEE Tamil HD (Ch 233) on 27 Feb on Astro ...

24/01/2022

Take CTRL an original family comedy series premieres on Astro

24 January 2022 Take CTRL an original family comedy series premieres on Astro Watch from 29 Jan on TA-DAA! (Ch 612), Astro GO and On Demand Astro customer...

20/01/2022

13/01/2022

SBS is encouraging all Australians to rest and reset with the launch of a new guided meditation podcast. Titled Great Minds, the podcast features 15-minute epis...

20/01/2022

Enjoy Pakej Jimat 109: 30Mbps Broadband and Astros Primary Pack at RM 109.99

20 January 2022 Enjoy Pakej Jimat 109: 30Mbps Broadband and Astros Primary Pack at RM 109.99 20 January 2022, Kuala Lumpur With Pakej Jimat 109, Malaysians ...

19/01/2022

Screen Australia and Google Australia announce Skip Ahead recipients

19 01 2022 - Media release Screen Australia and Google Australia announce Skip Ahead recipients L to R: Luke Goodall and Marc Gallagher, Mithuna Yoganathan, S...

19/01/2022

12/01/2022

National Indigenous Television (NITV), and the wider SBS network, invite communities to deepen their understanding of January 26 and what it means to be Austral...

19/01/2022

Popular Moonbug Kids channel debuts on Astro

19 January 2022 Popular Moonbug Kids channel debuts on Astro Preview available till 31 Jan on Channel 620 Young Astro viewers can enjoy more kids favourite...

17/01/2022

MENANGI HADIAH WANG TUNAI DALAM PINTU BERDUIT SINAR

17 January 2022 MENANGI HADIAH WANG TUNAI DALAM PINTU BERDUIT SINAR Bawa pulang sebahagian daripada RM30,000 sekarang hingga 28 Januari di udara Peminat SI...

17/01/2022

Stream live Thaipusam coverage on Astro Ulagam on 17 & 18 Jan

17 January 2022 Stream live Thaipusam coverage on Astro Ulagam on 17 & 18 Jan This Thaipusam, Malaysians can look forward to live Thaipusam coverage and dev...

14/01/2022

Astro Ulagam Awards celebrates local talents and productions

14 January 2022 Astro Ulagam Awards celebrates local talents and productions The inaugural Astro Ulagam Awards celebrated various local talents and producti...

12/01/2022

Enjoy exciting Ponggal specials premiering on Astro

12 January 2022 Enjoy exciting Ponggal specials premiering on Astro Astro premieres more local and international Tamil shows available on TV, Astro GO and ...

11/01/2022

HITZ FM welcomes Ili Ruzanna, new announcer for HITZ Tonight

11 January 2022 HITZ FM welcomes Ili Ruzanna, new announcer for HITZ Tonight Stream the brand new HITZ Tonight with Keanu and Ili from 10 Jan, 8pm - 1...

06/01/2022

Go Shop #UHUU2022 CNY Sale with RM8 Million Angpow Giveaway

06 January 2022 Go Shop #UHUU2022 CNY Sale with RM8 Million Angpow Giveaway With Chinese New Year in less than a month, Go Shop is giving out RM8 million An...

03/01/2022

Nikmati personaliti baharu dan pengisian terkini di radio GEGAR

03 January 2022 Nikmati personaliti baharu dan pengisian terkini di radio GEGAR Strim GEGAR pada bila-bila masa, di mana jua menerusi aplikasi SYOK Para pe...

31/12/2021

Catch 36th Golden Disc Awards live featuring BTS, IU, Stray Kids and more

31 December 2021 Catch 36th Golden Disc Awards live featuring BTS, IU, Stray Kids and more Same Time as Korea at 2pm on 8 January 2022, exclusively on Astro...

30/12/2021

ERA-fluencer, pertandingan bakat digital, mengumumkan juara

30 December 2021 ERA-fluencer, pertandingan bakat digital, mengumumkan juara ERA-fluencer, pertandingan mencari bakat digital baharu mengumumkan juara...

30/12/2021

Watch hottest K-dramas and Korean music awards on Astro

30 December 2021 Watch hottest K-dramas and Korean music awards on Astro Premiering K-dramas Through the Darkness, Ghost Doctor, Moonshine & The...

28/12/2021

All Malaysians invited to cast votes for inaugural Ulagam Awards

28 December 2021 All Malaysians invited to cast votes for inaugural Ulagam Awards Vote via Astro Ulagam website from now till 12 Jan Kuala Lumpur, 28 De...

21/12/2021

14/12/2021

New promo for media use: HERE KEiiNO's promo: HERE Think youve got what it takes to represent Australia at the Eurovision Song Contest? SBS, Blink TV and ...

19/12/2021

12/12/2021

It's time to reimagine Australia. Come on - learn about our country. About who we are. About truth in history. Uncle Jack Charles Australia has the oldes...

16/12/2021

30/11/2021

NITV are pleased to announce that after a successful first series, culinary food documentary Strait to the Plate will be returning for a second season in 2022, ...

15/12/2021

9/12/2021

Australia Uncovered, SBS's strand of prime-time single documentaries exploring diversity and equality in contemporary Australia, is continuing with SBS now ...

15/12/2021

Catch local Tamil documentary Antha Naal and Tamil drama telemovie October 22 premiering on Astro this Dec

15 December 2021 Catch local Tamil documentary Antha Naal and Tamil drama ...

13/12/2021

Three Australian projects selected for Sundance Film Festival 2022

13 12 2021 - Media release Three Australian projects selected for Sundance Film Festival 2022 You Won't Be Alone Goran Stolevski's feature debut You ...

13/12/2021

23/11/2021

The third season of theLogie award-winning children's series Little J and Big Cuz will premiere on National Indigenous Television (NITV)at 7:30pm AEDT on Fr...

10/12/2021

Power up your holidays and stream popular kids favourites on Astro

10 December 2021 Power up your holidays and stream popular kids favourites on Astro Mechamato The Animated Series, Beyblade Burst, Sailor Moon Crystal, Dra...

09/12/2021

ASTRO POSTS RM106MN PATAMI IN Q3FY22, +21% Q-O-Q

09 December 2021 ASTRO POSTS RM106MN PATAMI IN Q3FY22, 21% Q-O-Q Launched the All-new Astro Experience for the Streaming World Astro Malaysia Holdings ...

07/12/2021

Aussie drama production reaches record-breaking $1.9 billion expenditure

08 12 2021 - Media release Aussie drama production reaches record-breaking $1.9 billion expenditure Claudia Karvan, The Hon Paul Fletcher MP, Minister for Com...

07/12/2021

Sepak Takraw League welcomes Kedai Emas Anuar as first Title Sponsor for the upcoming 2021/22 Season

07 December 2021 Sepak Takraw League welcomes Kedai Emas Anuar as first Title...

07/12/2021

Astro Teams Up with Popular Tutors for Academic Series SPM PRO+

07 December 2021 Astro Teams Up with Popular Tutors for Academic Series SPM PRO From everyones favourite, Oh My English series to the beloved SMK Stu...

06/12/2021

Sertai pertandingan bakat digital ERA-fluencer sekarang

06 December 2021 Sertai pertandingan bakat digital ERA-fluencer sekarang Peluang menang wang tunai RM2000, produk WinWin dan kontrak bersama pasukan digi...

02/12/2021

25/11/2021

SBS has today launched its first ever bilingual podcast series - The Ugly Ducklings of Italian Cuisine (Scarrafoni in cucina) in English and Italian - celebrati...

02/12/2021

Go Shops Year End Sale Is Back! Here Are The Best Deals To Look Out For!

02 December 2021 Go Shops Year End Sale Is Back! Here Are The Best Deals To Look Out For! Go Shop kicks off the holiday shopping season with a month-long Ye...

01/12/2021

Astro debuts regions first TV addressable advertising using Synamedia Iris

01 December 2021 Astro debuts regions first TV addressable advertising using Synamedia Iris Malaysias leading content and entertainment company, Astro Malay...

01/12/2021

Enjoy the hottest K-idols in the biggest music festivals and awards on Astro

01 December 2021 Enjoy the hottest K-idols in the biggest music festivals and awards on Astro 2021 Mnet Asian Music Awards, 2021 KBS Song Festival, 2021 KBS...

30/11/2021

Astro Wins Overall CSR Excellence Awards for Media

30 November 2021 Astro Wins Overall CSR Excellence Awards for Media Astro was awarded the Overall Excellence in CSR by a Media Company at the Sustainability...

30/11/2021

Enjoy popular Tamil films on new Kollywood Queens (Ch 100) channel

30 November 2021 Enjoy popular Tamil films on new Kollywood Queens (Ch 100) channel From 1 December 2021 to 1 January 2022 on TV, Astro GO and On Demand ...

29/11/2021

Screen Australia announces $1.8 million for 9 online projects

29 11 2021 - Media release Screen Australia announces $1.8 million for 9 online projects Black AS Rebooted A monster that leads you through nightmares on Tik...

28/11/2021

22/11/2021

SBS has today announced that it will further expand its multilingual services in 2022, with the launch of a new free-to-air television channel providing news fr...

25/11/2021

ABC and Screen Australia announce drama series Significant Others

25 11 2021 - Media release ABC and Screen Australia announce drama series Significant Others Creator Tommy Murphy ABC and Screen Australia are pleased to ann...

25/11/2021

New comedy Summer Love checks in to the ABC in 2022

25 11 2021 - Media release New comedy Summer Love checks in to the ABC in 2022 Top L to R Wayne Hope and Robyn Butler, Alison Bell, Bjorn Stewart, Kodie Bed...

25/11/2021

Sam Neill to headline an all-star Australian cast for drama series The Twelve

25 11 2021 - Media release Sam Neill to headline an all-star Australian cast for drama series The Twelve The cast of The Twelve (L to R): Brooke Satchwell, Ka...

25/11/2021

Two of Australia's favourite documentaries return to the ABC in 2022

25 11 2021 - Media release Two of Australia's favourite documentaries return to the ABC in 2022 Miriam Margolyes ABC and Screen Australia are pleased to ...

17/11/2021

10/11/2021

SBS today named the five talented writers who have been selected as the winners of the SBS Emerging Writers' Competition for 2021. An initiative from SBS ...