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
Most recent headlines
11/12/2025
Dalet, a leading provider of cloud-native, end-to-end media workflow solutions, ...
03/12/2025
WASHINGTON The Federal Communications Commission has opened a docket for comments on the proposed $6.2 billion Nexstar acquisition for Tegna and set deadlines f...
03/12/2025
MILAN, Italy Brightcove has released seven new features designed to expand global reach, improve audience engagement, enhance live-streaming quality and streaml...
03/12/2025
NEW YORK Great American Media said it plans to launch Pure Flix Familia, a dedicated Spanish-language platform, in 2026....
03/12/2025
SOUTHPORT, Conn. Main Street Sports Group has announced that the FanDuel Sports Network app is now available directly on Vizio and on smart TVs with Vizio OS. T...
03/12/2025
SAN JOSE, Calif. Harmonic has announced that Telia, the second-largest telecom operator in Norway, is modernizing its broadband network with the company's c...
03/12/2025
GREEN BAY, Wis. Sinclair said Jay Zollar, vice president and general manager of WLUK-WCWF here, will retire Dec. 31 after 26 years running the stations. Station...
02/12/2025
Case Study: How Mid-Atlantic Sports Network Moved to All-IP Distribution in 60 D...
02/12/2025
2025 Sports Broadcasting Hall of Fame: Lee Corso, Coach, Commentator, FirebrandBy Ken Kerschbaumer
Tuesday, December 2, 2025 - 7:00 am
Print This Story | S...
02/12/2025
SVG All-Stars: Dan Nabors, Senior Director, Remote Engineering, TNT SportsThe veteran tech leader is helping guide Warner Bros. Discovery's at-home' re...
02/12/2025
National Lacrosse League Opens Season With New Cloud-Based Official Replay-Revie...
02/12/2025
Platinum White Paper: The Cinematic Look in Live Production - Bridging Aesthetic...
02/12/2025
SVG India Announces Advisory Board; JioStar's Prashant Khanna Named ChairmanBy Ken Kerschbaumer
Tuesday, December 2, 2025 - 11:15 am
Print This Story |...
02/12/2025
SVG Summit 2025 Preview: New AI Production Tools Workshop' Features ESPN, F...
02/12/2025
Written and directed by Hailey Gates, Atropia won the U.S. Grand Jury Prize: Dramatic at the 2025 Sundance Film Festival....
02/12/2025
The lightweight and highly portable CORVUS-RAVEN, recently demonstrated at the V...
02/12/2025
The lightweight, rugged Panther 2 tri-band VSAT delivers high-speed data communications for Internet, VPN connectivity and video transmission over commercial an...
02/12/2025
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({...
02/12/2025
NGID volunteers in the United States
NGID volunteers in Mexico
NGID volunteers in India
NGID volunteers in Spain
NGID volunteers in Australia
NGID voluntee...
02/12/2025
WASHINGTON The Federal Communications Commission's Media Bureau has issued a reminder that stations in DMAs 111 through 120 must implement its audio descrip...
02/12/2025
SAN DIEGO Sony Electronics today introduced the Alpha 7 V (ILCE-7M5), the fifth generation of its Alpha 7 full-frame mirrorless lineup, powered by the newly dev...
02/12/2025
WASHINGTON The Federal Communications Commission has opened a docket for comments on Nexstar Media Group's proposed $6.2 billion acquisition of Tegna and se...
02/12/2025
WASHINGTON The National Association of Broadcasters has added a trio of media executives, Veronica Rodriguez, Matt Schnaars and Jeff Warshaw, to its board of di...
02/12/2025
MILAN, Italy Brightcove has released seven new features designed to expand global reach, improve audience engagement, enhance live-streaming quality and streaml...
02/12/2025
BCNEXXT, the developers of the advanced playout platform Vipe, today announced a new Service Provider Partner agreement with NPC Media, the Australian managed p...
02/12/2025
DPA Microphones today announces the immediate availability of its new N-Series Digital Wireless Microphone System for customers throughout the U.S. In addition ...
02/12/2025
Hiltron Communications reports a well attended and successful Space Tech Expo exhibition, held at the Messe Bremen from Tuesday November 18 through Thursday Nov...
02/12/2025
The beginning of September saw Riverfire by Australian Retirement Trust, in association with Channel 9 and Triple M, kick off the 2025 Brisbane Festival in spec...
02/12/2025
SGM Lighting is pleased to announce an exciting new partnership with ACT Entertainment, under which ACT will serve as the exclusive distributor for SGM's ne...
02/12/2025
Harmonic (NASDAQ: HLIT) today announced that Telia, the second largest telecom operator in Norway, is modernizing its broadband network with the company's i...
02/12/2025
European cloud data protection specialist Keepit is expanding its sales network in the DACH region and has gained TIM AG, one of the leading value-added distrib...
02/12/2025
Featured products at ISE 2026
This year s ISE 2026 theme "Push Beyond" reflects Calrec s direction of travel. The company is dedicated to supporting the AV an...
02/12/2025
Czech Television, the national public broadcaster, has deployed one of the largest LiveU live production projects in the region for live sports and news coverag...
02/12/2025
Test & measurement innovator, Leader Electronics, has announced the release of v8.2 software for its ZEN and ZEN-W Series, bringing advanced cinematic camera se...
02/12/2025
Global provider of video streaming software and services, Accedo, and OTT platform provider, Magine Pro, have signed a binding agreement to carve out and merge ...
02/12/2025
With proven success in broadcast, OTT, and content supply chains, K.S Avinash set to scale Skandha's service-first approach across APAC
Skandha Media Servi...
02/12/2025
AJA Video Systems has joined the RAVENNA community, a network of partners devoted to advancing the RAVENNA standard for distributing real-time audio over intern...
02/12/2025
HUNT VALLEY, Md. Sinclair and its wholly-owned subsidiary One Media Technologies have released a new report focused on how ATSC 3.0, the IP-based NextGen TV sta...
02/12/2025
WASHINGTON The Federal Communications Commission's Media Bureau has issued a reminder that stations in DMAs 111 through 120 must implement its audio descrip...
02/12/2025
WASHINGTON Members of the Advanced Television Systems Committee have elected four industry veterans to three-year terms on the organization's board of direc...
02/12/2025
A new survey from S&P Global Market Intelligence Kagan highlights how important social media is for younger consumers, with Gen Z spending 5.1 hours a day on so...
02/12/2025
Faculty Notes: Fall/Winter 2025 Recent accomplishments, releases, and events by Berklee faculty.
December 1, 2025
By
Editorial Staff
The cast of Kind of M...
02/12/2025
Today, Mistral AI announced the Mistral 3 family of open-source multilingual, multimodal models, optimized across NVIDIA supercomputing and edge platforms.
M...
02/12/2025
Ring In The Holidays With Our Biggest Sale Ever On Ivory II Pianos!From now until December 31st, you can save 50% or more on every Ivory II piano and collection...
02/12/2025
Back to All News
Made in America: How Stranger Things' Electrified the US Economy
Entertainment
02 December 2025
GlobalUnited States
Link copied to cl...
02/12/2025
Back to All News
Culinary Class Wars' Season 2 Trailer Teases New Rules, R...
02/12/2025
--
The International Electrotechnical Commission (IEC), the International Organization for Standardization (ISO), and the International Telecommunication Unio...
02/12/2025
Harmonic's cOS Platform Will Redefine Subscribers' Quality of Experience, Lowering Churn SAN JOSE, Calif. - Dec. 2, 2025 - Harmonic (NASDAQ: HLIT) today...
02/12/2025
At AWS re:Invent, NVIDIA and Amazon Web Services expanded their strategic collab...
Reaching lifestyle relevant audiences at scale without cookies 
