
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
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
09/10/2026
September 10 2026, 06:00 (PDT) Dolby Expands Dolby OptiView Platform with New Capabilities at IBC 2026
New Sports Intelligence helps providers better unders...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
23/09/2026
Download Now!
To receive a short case study showcasing NHK Technologies, Inc. (NT) s audio setup, please enter the following details:
--
First Name* Fir...
23/09/2026
Nielsen CMI data reveals a changing fast-food landscape, with value, convenience...
23/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
23/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
23/09/2026
COW Jobs: Blender on Windows - Generalist - Remote
Brie Clayton September 23, 2026
0 Comments
Application Users - Blender on Windows - Generalist
Se...
23/09/2026
Version 1.8 recognised for new workflow tools, boosted control panel flexibility and ease of integration into IP networks...
23/09/2026
Hiltron Communications reports a successful 2026 International Broadcasting Convention, held at the RAI Amsterdam. Exhibiting on stand A37 in Hall 1, Hiltron ex...
23/09/2026
Reinforcing its long-term commitment to the Middle East and North Africa (MENA) broadcast market, LiveU is presenting the Q Era at CABSAT 2026, on Stand H1-D35 ...
23/09/2026
Agence France-Presse (AFP), a global news agency, and Dalet, a leading technology and service provider for media-rich organizations, today announced a partnersh...
23/09/2026
Berklee Connect Unlocks the Power of a Global Network Katie Vitolins BM '04 knows firsthand what Berklee's alumni community can make possible. Now she...
23/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
23/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
23/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
23/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
23/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
23/09/2026
Westminster Schools, a K through 12 school in Atlanta, Georgia with approximately 2,000 students, has transformed its student broadcast and digital storytelling...
23/09/2026
The 2026 edition of CABSAT and SATExpo may have a new home and dates in the diary, but it still retains a strong presence from UK companies in the GREAT Britain...
23/09/2026
Glensound will return to CABSAT with new developments in professional monitoring and Dante interfacing, alongside its established commentary, esports and parlia...
23/09/2026
Comscore Partners with datafuelX to Bring Seamless Currency Adoption Into a Comp...
23/09/2026
Luxembourg, 23 September 2026 - SES today announced the appointment of Mr. Michel Scholer, Secretary General of the Luxembourg Government and Chief of Staff to ...
23/09/2026
RT One and RT Player, Friday 25 September
Ceol le Ch ile, a new series that follows Irish artists as they collaborate with musicians from diverse background...
23/09/2026
Available now on RT Listen
New information has come to light in the case of mi...
23/09/2026
When Sakeena Fiza describes her work as a validation engineer at NVIDIA, she does so in terms more befitting a detective story than a world-class engineering la...
22/09/2026
From Malaysia to Mexico and from DR Congo to Ukraine, this year's 12 finalists for the 2026 Thomson Foundation Young Journalist of the Year award tell extra...
22/09/2026
The annual preseason content-gathering event brought 36 NHL players to Las Vegas, where ESPN used 2.5 kilowatts of laser power and a motion-control camera syste...
22/09/2026
Neumann has introduced the KK 104 A (cardioid) and KK 105 A (supercardioid) wireless capsule heads, succeeding the KK 204 and KK 205. The new capsules are compa...
22/09/2026
The NFL and TMRW Sports have announced a new annual Pro Flag Showcase to be held during Super Bowl LXI week in Los Angeles. The event will feature top flag foot...
22/09/2026
Washington State University has unveiled a new end zone video display and audio ...
22/09/2026
Disney's SVP of Live Operations and Engineering details the technology behin...
22/09/2026
Cosm has announced two senior promotions. Mazen Alawar has been promoted to SVP,...
22/09/2026
Mississippi State University's University Television Center has purchased four KOKUSAI DENKI SK-UHD7000-S2 cameras since 2024, with plans to add two more, a...
22/09/2026
Net Insight has announced that Christine Kjellvard will assume the role of interim Chief Financial Officer on November 1, 2026. Kjellvard has previously held in...
22/09/2026
Net Insight has announced Zyntai TimeNode Access, a compact PTP Grandmaster designed for distributed edge sites. The product carries secure, precise time across...
22/09/2026
Sam Hazeldine, Austin Amelio, Padraic McKinley, Julia Jones, and Ethan Hawke attend the premiere of The Weight at The Ray Theatre on January 26, 2026, in Park...
22/09/2026
Second high-gain tone plug-in released
Following on from their debut release, Chainsaw Suite, Avalanche Tones have announced the launch of their second plug...
22/09/2026
Uncompressed audio with below 6ms of latency
Lewitt's have just introduced their first pair of headphones which, despite being aimed primarily at studio...
22/09/2026
Two new capsule heads for Sennheiser wireless systems
Neumann have announced the upcoming launch of the KK 104 A and KK 105 A, a pair of new premium condens...
22/09/2026
Apogee Plugins Are Moving to Plugin Alliance We're excited to share an important update about the future of Apogee plugins.
Apogee plugins are moving to Pl...
22/09/2026
Parkland, Florida, US, September 22, 2026: SipRadius, widely recognized for making content processing and connectivity secure and seamless, has been honored wit...
22/09/2026
VanityFilter 3.1.5 adds project files and adjustable protection around lips, bro...
22/09/2026
Chile's TV Modernizes Broadcast Operations with Blackmagic Design
Brie Clayton September 22, 2026
0 Comments
URSA Broadcast G2 brings versatility...
22/09/2026
OWC Shares Sneak Peek at Amazon Prime Big Deal Days Pricing
Brie Clayton September 22, 2026
0 Comments
Image courtesy of Deposit Photos
Business and ...
22/09/2026
Berklee's First Homecoming Block Party Brings Alumni Home for Global Music F...
22/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
22/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
22/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
22/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...