DNP and Lotame Partner to Execute Cookieless Targeting with Cookieless Identity solution in Japan

Tokyo, June 20, 2023, Dai Nippon Printing Co., Ltd. (DNP) has partnered with Lotame Solutions Inc.1 (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.


Service image 


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.

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: Columbia MD-based Lotame Solutions Inc. is global technology company that makes customer data smarter, faster, and easier to use.


2: Tokyo-based GESHER,Inc. supports collaboration and cooperation between overseas startups and Japanese companies. GESHER introduced Lotame to DNP.


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. 

*Product specifications and service contents mentioned are current as of the release date. They may be changed without notice.

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