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

05/01/2027

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be demoed at CES 2026

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...

04/08/2026

Dalet Announces Commercial Availability of Dalia, Bringing Media-Aware Agentic AI to Enterprise Productions

Dalet, a leading technology and service provider for media-rich organizations, t...

04/07/2026

Detective Conan: Fallen Angel of the Highway Opens in Dolby Cinemas Across Japan, Presented in Dolby Atmos and Dolby ...

April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...

01/06/2026

Dolby Sets the New Standard for Premium Entertainment at CES 2026

January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026 Throughout the week, Dolby brings to life the latest innovatio...

21/05/2026

Chyron Launches PRIME Scorebug

Share Copy link Facebook X Linkedin Bluesky Email...

21/05/2026

Watch Brasil Selects Bitmovin to Improve Streaming Perfor...

Bitmovin, a leading provider of video streaming solutions, has announced that streaming service provider, Watch Brasil, has replaced its legacy systems with Bit...

21/05/2026

OWC Launches Dads and Grads Promotion with Exclusive Savings

OWC Launches Dads and Grads Promotion with Exclusive Savings Brie Clayton May 21, 2026 0 Comments The gifts they'll actually use - save on cutting...

21/05/2026

Spectrum Launches New California News Networks

Share Copy link Facebook X Linkedin Bluesky Email...

21/05/2026

Vivid Unease Ashley Barron ACS Lights Netflixs How to Get...

For cinematographer Ashley Barron ACS ( Rivals , Dangerous Liaisons , Disney's Doctor Who ), setting the look of Netflix's How to Get to Heaven from ...

21/05/2026

Hensgens Pairs Airglow and LiteMat on Cannes 2026 Premier...

Jean-Fran ois Hensgens, AFC, SBC, (Tueurs, Six Days in Spring, Le Fil) brings his signature visual approach to Cannes 2026 premiering biopic L'Affaire Marie...

21/05/2026

2026 delegation for Partner with Australia (UK) initiative announced

2026 delegation for Partner with Australia (UK) initiative announced 21 May 2026 Screen Australia and Ausfilm have today announced the delegation for the 2026 ...

21/05/2026

Beeble launches Canvas, a node-based AI compositor for VFX and Virtual Production pipelines

Beeble launches Canvas, a node-based AI compositor for VFX and Virtual Productio...

21/05/2026

Shelly Johnson Elected President of American Society of Cinematographers

Shelly Johnson Elected President of American Society of Cinematographers Brie Clayton May 20, 2026 0 Comments The American Society of Cinematographers...

21/05/2026

ARRI expands Management Board to accelerate next phase of growth and innovation

ARRI expands Management Board to accelerate next phase of growth and innovation Brie Clayton May 20, 2026 0 Comments ARRI expands its Management Board...

21/05/2026

License to Stream: 007 First Light' Coming to GeForce NOW With an Ultimate Bundle

The mission begins now. GeForce NOW is dialing up the action with a blockbuster...

20/05/2026

New Nissan Stadium Is First NFL Venue With Permanent Built-In Music Stage

True to the Music City theme, the Tennessee Titans plan to make live music a prominent fixture on game days at the new venue Reflecting the continuing converge...

20/05/2026

NHL Taps Honeywell To Make Arenas, Facilities More Energy-Efficient

The long-term goal is innovation for the next generation of hockey rinks at both the professional and the community level The National Hockey League (NHL) toda...

20/05/2026

A Look Into the Future: What It Takes To Power the Next Generation of Sports Stadiums

End-users and vendors alike work toward cost-effective yet high-quality solution...

20/05/2026

Nasvhvilles New Nissan Stadium To Host Super Bowl LXIV in 2030

The National Football League has announced that Nashville will host Super Bowl LXIV in 2030 at the new Nissan Stadium. The announcement was made at the NFL Spri...

20/05/2026

NFL Awards Minnesota as Host Site of 2028 NFL Draft

The NFL has announced that the 2028 NFL Draft presented by Bud Light will take place in Minnesota, uniting fans from around the world to celebrate one of the mo...

20/05/2026

Lawo Highlights Edge One at InfoComm 2026

As professional AV workflows continue to evolve, expectations around audio, video, networking, and control are rising rapidly. At InfoComm 2026 in Las Vegas, La...

20/05/2026

Haivision to Showcase Video Wall, IPTV, and Ultra-Low Latency Video Innovations at InfoComm 2026

Haivision will showcase its latest innovations at InfoComm 2026, taking place fr...

20/05/2026

Spotify House Returns to CMA Fest With 3 Days of Nonstop Country Music

For the seventh year, Spotify is returning to CMA Fest with Spotify House, the festival's premiere destination for fans. We're taking over downtown Nash...

20/05/2026

Aero 2 from Acustica Audio

Amp-simulation software expanded Acustica Audio's latest release greatly expands on their amp-simulation platform, turning it into a complete amplifica...

20/05/2026

Arturia update the KeyLab Mk3

MainStage integration, Analog Lab improvements & more Arturia have just announced the release of an update that brings an assortment of new features to thei...

20/05/2026

SGL Carbon holds successful Annual General Meeting with strong approval of proposed resolutions

At the Annual General Meeting held on May 20, 2026, the shareholders of SGL Carb...

20/05/2026

From Gulkula to the nation: Yothu Yindi Foundation and NITV deepen national access to Garma Festival

From Gulkula to the nation: Yothu Yindi Foundation and NITV deepen national acce...

20/05/2026

SBS appoints David Fernandez as National Manager, Digital & TV Sales

SBS appoints David Fernandez as National Manager, Digital & TV Sales 20 May, 2026 Media releases SBS has appointed David Fernandez as National Manager, Dig...

20/05/2026

Rohde & Schwarz and INFOZAHYST: A strategic alliance set to redefine modern defense

Rohde & Schwarz and INFOZAHYST: A strategic alliance set to redefine modern defe...

20/05/2026

L3Harris Achieves Major Milestones With Latest Series of Rotating Detonation Engine Tests

A Rotating Detonation Engine being hot fire tested at Purdue University's Zu...

20/05/2026

VAMPIRE Confirms Integrated Capability During Live Exercises

A U.S. Army VAMPIRE system, assigned to Bravo Battery, 1st Battalion, 51st Air Defense Artillery Regiment, 7th Infantry Division/Multi-Domain Command - Pacific ...

20/05/2026

NCAA Tournaments Spark March Madness for Paramount and Warner Bros. Discovery in Nielsen's The Gauge

Cable Captures Only Monthly Increase Among Viewing Categories in March, Earns it...

20/05/2026

The Gauge: Poland | April 2026

April brought a symbolic decrease in the overall time spent in front of television screens. On average, Poles watched video content for 3 hours and 51 minutes a...

20/05/2026

DirecTV Asks FCC to Block Scripps' INYO Acquisition

Share Copy link Facebook X Linkedin Bluesky Email...

20/05/2026

RTS Technology Centre Launches the RTS Technology Awards...

The Royal Television Society Technology Centre today announces the launch of the RTS Technology Awards 2026, celebrating excellence, innovation and achievement ...

20/05/2026

Lightware powers immersive video spectacle for The Hunger...

In the heart of London's financial district, the new purpose-built Troubadour Canary Wharf Theatre invites audiences to experience Suzanne Collins' inte...

20/05/2026

New LiveU LU900Q Powers Record Breaking Broadcast of the...

LiveU, the leader in live IP-video solutions, today announced that production powerhouse BCC Live successfully deployed the new LU900Q intelligent production un...

20/05/2026

Nella Mente di Narciso Docuseries Uses Blackmagic Design Workflow

Nella Mente di Narciso Docuseries Uses Blackmagic Design Workflow Brie Clayton May 19, 2026 0 Comments PYXIS 6K full frame camera and DaVinci Resolve ...

20/05/2026

Beeble launches Canvas, a node-based AI compositor for VFX and Virtual Production pipelinesx

Beeble launches Canvas, a node-based AI compositor for VFX and Virtual Productio...

20/05/2026

DSPolitical and FreeWheel Partner on Political CTV Ads

Share Copy link Facebook X Linkedin Bluesky Email...

20/05/2026

Amazon, Netflix and Google to Capture Half of CTV Ad Market by 2030

Share Copy link Facebook X Linkedin Bluesky Email...

20/05/2026

Roku Introduces 'Creator Hub

Share Copy link Facebook X Linkedin Bluesky Email...

20/05/2026

First Nations Factual Co-production Development Fund launched to elevate Indigenous storytelling in global markets

First Nations Factual Co-production Development Fund launched to elevate Indigen...

20/05/2026

TLC Announces All-Star Comedy Line-Up for Mock the Week: Summer Specials' on TLC

TLC Announces All-Star Comedy Line-Up for Mock the Week: Summer Specials' o...

20/05/2026

'One Hundred Years of Solitude' Concludes This August, With Part Two Premiering on the 5th and the Grand Finale on the 26th

Back to All News One Hundred Years of Solitude Concludes This August, With Part...

20/05/2026

Beloved NHK Dramas to Stream on Netflix Worldwide Starting June 22

Back to All News Beloved NHK Dramas to Stream on Netflix Worldwide Starting June 22 Entertainment 20 May 2026 GlobalJapan Link copied to clipboard Netflix...

20/05/2026

Dolby Recognized as 2025 Supplier of the Year and Overdrive Award Winner by General Motors

May 20 2026, 06:00 (PDT) Dolby Recognized as 2025 Supplier of the Year and Over...

20/05/2026

Two cooks shortlisted for the final of RT Today's TV Home Cook Competition

Mayo's Dee Freney and Margaret Leahy from Galway have reached the final of RT Today's TV Home Cook competition. Both contestants will cook again live...

20/05/2026

RT IN FULL BLOOM AT BORD BIA BLOOM 2026 WITH LIVE BROADCASTS, MUSIC, CHAT AND MUCH MORE

RT IN FULL BLOOM AT BORD BIA BLOOM 2026 WITH LIVE BROADCASTS, MUSIC, CHAT AND M...

19/05/2026

Young Journalist' finalists visit London for training and networking

The winner of Thomson Foundation's Young Journalist of the Year 2025, Tracy Bonareri Onchoke, and runner up Wangu Kanuri enjoyed a three-day trip to London ...