KDDI-Supership Next-gen Digital Ads Prioritizes Privacy
TOKYO, Nov (Bernama) — KDDI CORPORATION (referred to as “KDDI” below), Supership Holdings Inc. (referred to as “Supership Holdings” below) and Supership Inc. (referred to as “Supership” below), all based in Tokyo, are jointly developing a next-generation digital advertising platform (referred to as “the platform” below) for a scheduled launch in January 2022. The platform will prioritize data privacy while serving highly relevant advertising based on customer lifestyles.
At the core, patented technology provided by Novatiq Ltd. (referred to as “Novatiq” below), headquartered in Wales, the UK, enables advertisers to activate audiences using only permission-based data.
KDDI, Supership Holdings and Supership will integrate the platform with Supership’s advertising platform to provide optimized digital marketing for advertisers.
Overview of new digital advertising platform:
To date, using third-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 third-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 don’t rely on the utilization of such third-party data.
The platform protects the customer’s 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 KDDI’s 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.