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 Supership's advertising platform to provide optimized digital marketing for advertisers.
New Digital Advertising Platform Overview
To date, using 3rd party data  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 don't rely on the utilization of such 3rd party data.
The platform protects the customer's data privacy by generating a transient one-time token (referred to as "ad delivery ID" below)  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.
For more information, please refer to the attachment.
For inquiries regarding fees, please contact Supership Inc.
Web Inquires: https://supership.jp/business/cookieless-ads_en
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.