KDDI & SUPERSHIP NEXT-GENERATION DIGITAL ADVERTISING PLATFORM FOR JANUARY LAUNCH

KUALA LUMPUR, Nov 18 (Bernama) -- KDDI CORPORATION (KDDI), Supership Holdings Inc (Supership Holdings) and Supership Inc (Supership), all based in Tokyo, are jointly developing a next-generation digital advertising platform (the platform) for scheduled launch in January 2022.

The platform will prioritise data privacy while serving highly relevant advertising based on customer lifestyles, according to a statement.

At the core, patented technology provided by Novatiq Ltd (Novatiq), 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 optimised digital marketing for advertisers.

To date, using third-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 third-party data originates from tracking customer behaviour with cookies or advertising IDs (referred to as ADID) without consent.

The platform protects the customer's data privacy by generating a transient one-time token (referred to as ad delivery ID) 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 utilise this new technology in their aim to spread the use of digital ad delivery that prioritises privacy.

Supership Holdings entered into a capital and business alliance with Novatiq in June this year. This agreement gives the Supership Group the exclusive rights to use Novatiq's patented technology in Asia.

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 prioritising privacy.

-- BERNAMA