DNP and Lotame Partner to Execute Cookieless Targeting with Cookieless Identity solution in Japan
Compliant with the revised Telecommunications Business Act, first in Japan to introduce Lotame's service using virtual user IDs
Jun 20, 2023
Tokyo, June 20, 2023, Dai Nippon Printing Co., Ltd. (DNP) has partnered with Lotame Solutions Inc1 (Lotame) and GESHER,Inc.2 to provide cookieless identifier. It is an award-winning identity solution for the open web, that does not rely on 3rd-party cookies3 . The new service was launched in Japan on May 25, 2023.
With a view to user privacy protection, cookie-related regulations have been strengthened in recent years. Amid the urgent need to build cookieless digital advertising strategies and other game plans DNP provides safe and secure services that do not exploit personal information.
Background
The Japanese government has set out to restrict the use of 3rd-party cookies, which are scheduled to be fully phased out in the latter half of 2024. As a result, it will become difficult to perform targeted advertising, analysis and measurement of advertising effectiveness based on consumer website browsing histories. Consequently, advertising media companies and advertisers are rushing to develop cookieless digital advertising strategies and other game plans.
Built from multiple inputs (web, mobile, CTV, customer-specific IDs, and hashed email), Lotame’s Cookieless Identity solution is freely accessible to and interoperable across the cookie-challenged web, all domains, devices, and platforms globally. As a hybrid deterministic / probabilistic global identity solution, the identifier helps increase publisher inventory value and enables advertisers to target first- and third-party audience data on ‘cookieless’ inventory at scale.
Service Feature
Service concept: Collect various data that users have given permission to provide → Estimate and integrate the relevance of the collected data
1. Don't use personal information
Because it does not use personal information or information related to personal information, it enables more secure ad delivery. Furthermore, as a method of obtaining user consent for information collection, it will also be possible to provide notification and public disclosure, in addition to prior consent. It can also be used with Apple's Safari web browser, which has already discontinued the use of cookies, and is expected to be compatible with web browsers that are scheduled to discontinue cookies in the future.
2. You can target users by imagining their image.
Without tracking a user's website browsing history, the system generates a virtual user ID by integrating information that is presumed to be relevant from various data that the user has given permission to provide (via the web, mobile, or via "connected TV" - a television device connected to the internet, etc.). This makes it possible to deliver advertisements to targeted potential customers, just like traditional cookie-based delivery.
3. You can analyze the attributes of website visitors
By placing tags on your website, you can analyze the information of users visiting your website and estimate the "attributes" that apply to each ID. You can analyze users based on multiple factors such as their interests.
Going Forward
DNP will push ahead with the provision of the new service, aiming for cumulative sales of 3.0 billion yen by 2027. Together with Lotame, we plan to develop and provide advertising cookieless products, website visitor and user analysis, while developing and providing menus that enhance first-party data held by companies. We will also further advance digital advertising solutions that balance personal information protection and corporate advertising activities, and will investigate the development of new customer data analysis platforms, including Post-Cookie Products.
＊1 Lotame社（https://www.lotame.com/）：本社・米国。顧客データ等に多様なデータを組み合わせる“データエンリッチメントソリューション”を世界中の企業に提供するグローバルリーディングカンパニー。
＊2 株式会社ゲシェル（https://gesher.co.jp/）：海外スタートアップと日本企業の協業・連携支援を実施。Lotame社とは日本市場で協業しており、今回DNPにLotame社を紹介した。
3: A cookie is a file created on the user's PC issued by a server of an advertising company – a 3rd-party - other than the user's browsing site. In line with user privacy protection, web browsers that block such cookies are on the rise, and restrictions are being tightened, including legal countermeasures.
- Information contained in this release is current as of the date of announcement. It may be changed without notice.