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
Asia, Australia & Oceanic Stories
16/04/2024
ABS Agility Beyond Space announces Appointment of Mark Rigolle as its Chief Ex...
11/04/2024
Alone Australia Ep 2 reaches over 1m Australians
11 April, 2024
Media releases
The program continues to consistently grow week-on-week in linear audience w...
11/04/2024
11 04 2024 - Media release Screen Australia and Meta launch fourth year of First...
10/04/2024
10 04 2024 - Media release Screen Australia announces over $2.3 million for nine documentaries
Guardians of the River
Screen Australia has announced nine doc...
09/04/2024
Groundbreaking NITV documentary series Our Law expands across Australia from Thu...
09/04/2024
Techtel, the creators of inflo, today announced that a new speech to text transcription engine from openai called Whisper, is available to inflo customers who a...
04/04/2024
Manu Feildel, Miranda Otto and Pat Rafter join life-changing new season of Who D...
04/04/2024
Alone Australia season 2 continues to redefine Australian TV viewing through on-...
27/03/2024
Living Black, the longest-running Indigenous current affairs television program ...
26/03/2024
Crime is relative in SBS's new Canneseries nominated crime-family drama with...
25/03/2024
SBS gears up for Season 2 of Alone Australia with the creation of Alone Cologne...
22/03/2024
SBS Learn partners with the Islamic Museum of Australia to support classrooms in...
21/03/2024
21 03 2024 - Media release Screen Australia announces over $1.6 million in support of the games industry
Which Way Up: Galaxy Games
Screen Australia has anno...
18/03/2024
18 03 2024 - Media release Screen Australia and VicScreen launch new Screen Careers initiative
LTR Denise Eriksen, Esther Coleman Hawkins, Caroline Pitcher, K...
15/03/2024
15 03 2024 - Media release The Creators 2024 Participants Announced
The Creators program recipients. L-R Thomas Duncan-Watt, Vanessa Gazy, Sarah Lambert, Lea...
14/03/2024
SBS to mark Ramadan and Eid al-Fitr with all Australians
14 March, 2024
Media releases
Content in 22 languages*, a collection of movies to stream free on d...
14/03/2024
March 14,2024
-- KDDI Corporation
KDDI Corporation resolved at a meeting of the Board of Directors held today to change (newly appointed, retire) a director ...
13/03/2024
13 03 2024 - Media release Screen Australia announces dramas Critical Incident and Sunny Nights for Stan
Critical Incident: Akshay Khanna and Zoe Boe. Photo c...
07/03/2024
Explore the afterlife with SBS podcast Grave Matters'
6 March, 2024
Media releases
Most of us are woefully unprepared for one of life's few certai...
06/03/2024
Multi-award winning electronic music duo to represent Australia at this year'...
06/03/2024
Developing Lunar 3GPP Mobile Network Technologies for Moon Exploration
GITA...
04/03/2024
SBS announces new development fund to discover Australia's biggest and riski...
28/02/2024
Yumi Stynes returns for season two of SBS podcast SEEN'
26 February, 2024
Media releases
Eight new trailblazers join feminist Australian icon Yumi Sty...
28/02/2024
28 02 2024 - Media release Screen Australia announces over $810,000 in development funding for 29 projects
Willy
Screen Australia has announced 23 feature fi...
27/02/2024
27 02 2024 - Media release Michael Ebeid AM appointed as new Screen Australia Chair
Michael Ebeid AM and Megan Brownlow
The Hon. Minister for the Arts, Tony...
26/02/2024
Supporting AFEELAs entertainment experience and global launch with a communicati...
21/02/2024
21 02 2024 - Media release Screen Australia and Australians in Film Announce App...
21/02/2024
Aiming to deliver new video-related solutions utilizing 5G SA this year
Son...
21/02/2024
Support the team with gifts while enjoying AR games in the stadium
KDDI COR...
21/02/2024
KDDI CORPORATION
February 21,2024
-- Tokyo, February 21, 2024 From February 2...
20/02/2024
KDDI CORPORATION
February 20,2024
-- KDDI announces that its consolidated subsidiary, SORACOM, INC. (Headquarters: Minato-ku, Tokyo, CEO: Ken Tamagawa, herei...
15/02/2024
Alone Australia Season 2 Returns 27 March | Meet the Cast
15 February, 2024
Media releases
Smash hit series Alone Australia returns Wednesday 27 March on S...
15/02/2024
NITV's flagship footy show Over the Black Dot returns Tuesday 5 March, live ...
15/02/2024
15 02 2024 - Media release Screen Australia announces over $560,000 for crew and gamemaker skills programs
Liz Keogh Palmer (Australian Production Design Guil...
13/02/2024
2024 is a landmark year for SBS's award-winning current affairs line-up, cov...
13/02/2024
22 01 2024 - Media release Six Australian projects bound for South by Southwest Festival in the US
Audrey, Birdeater, The Moogai
Six Australian screen projec...
12/02/2024
12 02 2024 - Media release Screen Australia and YouTube Australia Launch Skip Ahead 9
Uncovering Street Dance: Australia from Skip Ahead 8. Photographed by Ry...
08/02/2024
08 02 2024 - Media release Screen Australia and ABC announce Bay of Fires is back for season two
Marta Dusseldorp as Stella in Bay of Fires
ABC, Screen Austr...
07/02/2024
4 in 10 Australians battling sleep issues as nation's sleep crisis grows
7 February, 2024
Media releases
Dr Michael Mosley and the sleep scientists fro...
06/02/2024
Six screen creatives selected for the 2024 SBS Emerging Writers' Incubator i...
02/02/2024
SBS Scripted TV Lunch sessions return for another year of connecting with creati...
02/02/2024
February 2,2024
-- KDDI Corporation
KDDI announced the financial results for the third quarter of the fiscal year ending March 2024.
Summary In the third q...
31/01/2024
Filming Begins on SBS' Romantic Original Drama Four Years Later' in Ind...
30/01/2024
A stellar 2024 for SBS podcasts kicks off with The SBS Book Club' and Huma...
29/01/2024
The host with the most, Adam Liaw, is back with an all new inviting season of Th...
22/01/2024
Eddie's Lil' Homies premieres on NITV and Netflix on Friday 16 February
22 January, 2024
Media releases
Animated comedy series inspired by AFL grea...
22/01/2024
22 01 2024 - Media release Five Australian projects bound for South by Southwest Festival in the US
Audrey, Birdeater, The Moogai
Five Australian screen proj...
18/01/2024
Sounds of Solidarity and WugulOra added to NITV and SBS's Always Was, Always...
18/01/2024
Celebrate the Year of the Dragon with SBS Learn this Lunar New Year
18 January, 2024
Media releases
SBS Learn is giving teachers the opportunity to share t...
Reaching lifestyle relevant audiences at scale without cookies 
