TOKYO: AdTruth, a global leader in device recognition to improve digital advertising has entered a partnership with Yahoo! JAPAN, to enhance Yahoo! JAPAN’s audience recognition capabilities, allowing it to more accurately define and describe its audiences, leading to higher eCPMs and improved ROI for advertisers. Recently, Yahoo! JAPAN faced challenges due to the rise of mobile devices and the steep decline in cookie effectiveness.
With AdTruth’s technologies which can fill the gap where cookies do not perform, Yahoo! JAPAN can continue to provide industry leading advertising experiences for consumers that lead to optimal ROI for advertisers as well as for its premium publishers to be linked with the emerging mobile advertising ecosystem.