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

Most recent headlines

07/12/2022

Dalet Flex Takes a Leap Forward

Dalet, a leading technology and service provider for media-rich organizations, today announced key new capabilities available in Dalet Flex that support importa...

02/12/2022

CBC Launches Free Streaming Channel CBC News Explore

OTTAWA, Canada CBC has launched a new free ad-supported TV channel, CBC News Explore. The 24/7 service, which is being billed as offering audiences a new way to...

02/12/2022

Making audio more sustainable

Making life and business more sustainable is now a priority for governments, manufacturers and individuals. The audio market is among those playing its part, wh...

02/12/2022

Capturing the beautiful game's global showcase with Vizrt

Andy O'Neil, regional head of sports, Vizrt, explains how billions of eyeballs around the world will be tuning into tournament coverage with graphics powere...

02/12/2022

Deluxe makes Post Haste acquisition

Post Haste Digital has been acquired by Deluxe as part of the latters global expansion and technology investment strategy By TVBEurope Staff Published: Decemb...

02/12/2022

Point Control Solution for Maximum Slider Control Value Limit in After Effects

Point Control Solution for Maximum Slider Control Value Limit in After Effects Andy Ford December 1, 2022 0 Comments Slider Control Maximum? Point Cont...

02/12/2022

Horror Film Barbarian Graded in DaVinci Resolve Studio

Horror Film Barbarian Graded in DaVinci Resolve Studio Brie Clayton December 1, 2022 0 Comments Produced by BoulderLight Pictures, Barbarian tells th...

02/12/2022

Norn Jordan Joins We Are Royale As Creative Director

Norn Jordan Joins We Are Royale As Creative Director Brie Clayton December 1, 2022 0 Comments Creative production company We Are Royale (WAR) continues...

02/12/2022

Foundry acquires the rights to Peregrine Labs' Bokeh tool for Nuke

Foundry acquires the rights to Peregrine Labs' Bokeh tool for Nuke Brie Clayton December 1, 2022 0 Comments Foundry, the leading developer of creat...

02/12/2022

Pro vs Phone Camera Image Quality: Is the Gap Closing?

Pro vs Phone Camera Image Quality: Is the Gap Closing? Sean Alami December 2, 2022 0 Comments I always wanted to know if higher megapixel would win aga...

02/12/2022

Learning Versatility: Emerging Leaders Profile on Grant Flanders

It has been a pleasure working with Grant through the Emerging Leaders Program, she said. Each day he came to the ballpark with a positive attitude, ready to ...

02/12/2022

Da Vinci Channel Enters U.S. Market Via Sling Free and TCL

Da Vinci, a pay-TV channel available in 70 million homes worldwide, is entering the U.S. market with Sling Free, the free, ad supported service offered by Dish ...

02/12/2022

Willow' Series, Based on Ron Howard-George Lucas Film, Debuts on Disney Plus

Willow, a series based on the adventure film of the same name from 1988, debuts on Disney Plus November 30 (opens in new tab). Ron Howard directed the film, and...

02/12/2022

Hearst TV Names Michael Saffell Regional Engineering Director

Hearst Television said it promoted Michael Saffell to regional director of engineering....

02/12/2022

Antiques Roadshow' Back on Location for Season 27

Season 27 of Antiques Roadshow is on PBS January 2. The new season was filmed on location in Nashville, Boise, Sante Fe and Woodside, California, among other lo...

02/12/2022

Chris Jericho, Tara Lapinski, Jordin Sparks on Celebrity Name That Tune

Celebrity Name That Tune begins on Fox January 11. Chris Jericho, Tara Lipinski and Jordin Sparks are some of the celebs doing battle on the show....

02/12/2022

U.S. Team Draws Record World Cup Viewing On Fox

The U.S. men's national team's victory over Iran in the World Cup drew more than 12 million viewers on Tuesday, propelling the team to the global soccer...

02/12/2022

Ex-Turner Exec Michael Strober Named Chief Revenue Officer At Expanding Nexstar

Nexstar Media Group said it appointed former Turner executive Michael Strober as executive VP and chief revenue officer, a new post at the company....

02/12/2022

Roku Channel Gets Next-Day Rights To Stream The Jennifer Hudson Show'

Despite cutbacks in other areas, Roku is expanding its programming offerings, adding The Jennifer Hudson Show to The Roku Channel....

02/12/2022

Daily devotion: Your bible verse and prayer for 02 December 2022

Daily devotion: Your bible verse and prayer for 02 December 2022GOOD MORNING! Here's your daily bible verse and prayer to get you ready and excited about yo...

02/12/2022

December 01, 2022

Nanotech strategy shows promise for treating autoimmune disease In a Scripps Research study, a nanoparticle treatment cured' mice that had a genetic arthr...

01/12/2022

NEA Proposed Cuts

Sundance Institute vigorously supports the National Endowment for the Arts, and calls upon our country's leadership to do the same. NEA support played a cru...

01/12/2022

Sundance Institute's Native American and Indigenous Program Stands By Navajo Code Talkers and The Art of Native Storytelling

Film still from Red Power: Standing Rock, Part II. Photo by Christopher Yapp. ...

01/12/2022

Dance on Film: Director Jamila Wignot Discusses the Experiential Aspect of Ailey

By Shahnaz Mahmud The power of dance lies in its ability to touch our emotions solely through the body's expression. Wordless verse, poetry in motion, call...

01/12/2022

EQUAL Global Ambassador Sara James Celebrates Her First Artist Wrapped After a Breakthrough Year

Spotify listeners all over the world are taking part in Wrapped and learning abo...

01/12/2022

Spotify Partners With Inevitable Foundation To Support and Empower Podcasters with Disabilities

Across the TV and film industries, writers with disabilities are heavily underre...

01/12/2022

I Am L3Harris - Chris Biron

My career in law enforcement began right out of college when I went to work at my local police department. Over 24 years, I had a very rewarding and challenging...

01/12/2022

L3Harris' VAMPIRE Wins Popular Science Best of What's New Award

MELBOURNE, Fla. - L3Harris Technologies (NYSE:LHX) announced today receiving its first-ever Popular Science Best of What's New award for groundbreaking te...

01/12/2022

L3Harris Recognized as a Top Solar User in Aerospace and Defense, Manufacturing Industries

MELBOURNE, Fla. - The Solar Energy Industries Association this week recognized L...

01/12/2022

Proposing Proven Modern Mission Capabilities for the Finnish Border Guard

The Finnish Border Guard recently announced L3Harris as one of several companies invited to bid to replace the service's turboprop surveillance aircraft wi...

01/12/2022

Providing Flexible, Airborne Mission System Testing and Calibration for More Than 50 Years

The facility, located at the company's Greenville, Texas aerospace center, i...

01/12/2022

DPA MICROPHONES CREATES KILLER AUDIO FOR THE KILLERS' FALL TOUR

FOH Engineer Kenny Kaiser and Monitor Engineer Marty Beath rely on DPA's Live Sound Solutions Always on the lookout for the newest audio solutions for the ...

01/12/2022

CTA Expects to Double CES Attendance from 2022

The Consumer Technology Association says it expects more than 100,000 people to attend the 2023 International Consumer Electronics Show, Jan. 5-8 in Las Vegas, ...

01/12/2022

Lack of Capital May Force Evoca TV Shutdown

MERIDIAN, Idaho Evoca TV has sent an email to subscribers and posted a statement on its website saying that it may be forced to shutter its operations if it can...

01/12/2022

Top 3 VFX Plugins for FCPX!

Top 3 VFX Plugins for FCPX! Render FX December 1, 2022 0 Comments We've compiled our 3 favorite VFX plugins for Final Cut Pro. These plugins are su...

01/12/2022

A Consequential Career

A Consequential Career During his 28 years at Berklee, Jay Kennedy, who retires in December, revamped the Contemporary Writing and Production Department as ch...

01/12/2022

From TikTok Fame to Tiny Desk, Tiny Habits Is a 2022 Breakout Band

From TikTok Fame to Tiny Desk, Tiny Habits Is a 2022 Breakout Band The student trio unpacks its approach to creating striking vocal arrangements and shares it...

01/12/2022

Live streaming is booming: how broadcasters can take advantage

Live streaming's usage has been growing steadily over the past few years, in large part due to the pandemic, and is expected to increase further in 2023 wit...

01/12/2022

Seven Network uses Imagination for TV trading solution

Imagine Communication's Landmark Sales ad management platform and GamePlan dynamic ad placement engine are both being deployed as part of a new partnership ...

01/12/2022

Rise celebrates media tech's amazing women

Annual Rise Awards celebrate the outstanding women working in the media technology industry By Jenny Priestley Published: December 1, 2022 Annual Rise Awar...

01/12/2022

Disney Pays $900M for MLBs Stake in BAMTech

LOS ANGELES The Walt Disney Company has paid $900 million to buy out Major League Baseballs 15% stake in BAMTech, the streaming technology services operation th...

01/12/2022

disguise Revamps its Learn Platform to Provide an Industry-Tailored Learning Experience

disguise Revamps its Learn Platform to Provide an Industry-Tailored Learning Exp...

01/12/2022

Headed for Success: Emerging Leaders Profile on Arianne Brown-Stephenson

Arianne is an award-winning athlete, top of her class academically and still finds the time to put real focus and intent into her internship. I have to say I ha...

01/12/2022

SKEEM SAAM: Tonight's episode, 01 December 2022 [VIDEO]

SKEEM SAAM: Tonight's episode, 01 December 2022 [VIDEO]Missed an episode of Skeem Saam? No problem! Watch all the latest episodes of Skeem Saam soapie right...

01/12/2022

HOUSE OF ZWIDE: Episode for 01 December 2022 [VIDEO]

HOUSE OF ZWIDE: Episode for 01 December 2022 [VIDEO]Missed an episode of House of Zwide? No problem! Watch all the latest episodes of House of Zwide soapie righ...

01/12/2022

GOMORA: Tonight's episode, 01 December 2022 [VIDEO]

GOMORA: Tonight's episode, 01 December 2022 [VIDEO]Missed an episode of gomora? No problem! Just watch all the latest episodes of gomora soapie right here, ...

01/12/2022

SCANDAL: Tonight's episode, 01 December 2022 [VIDEO]

SCANDAL: Tonight's episode, 01 December 2022 [VIDEO]Missed an episode of Scandal ? No problem! Watch all the latest episodes of Scandal soapie right here. D...

01/12/2022

Minnie Dlamini makes a comeback in acting with Honeymoon' role

Minnie Dlamini makes a comeback in acting with Honeymoon' roleMinnie Dlamini's husband is overly cautious and his ways are beginning to suffocate her a...

01/12/2022

GENERATIONS: Tonight's episode, 01 December 2022 [VIDEO]

GENERATIONS: Tonight's episode, 01 December 2022 [VIDEO]Missed an episode of Generation The Legacy? No problem! Watch all the latest episodes of Generation ...

01/12/2022

UZALO: Tonight's episode, 01 December 2022 [VIDEO]

UZALO: Tonight's episode, 01 December 2022 [VIDEO]Missed an episode of Uzalo? No problem! Watch all the latest episodes of Uzalo soapie right here,don't...