Yahoo! JAPAN and AdTruth Announce Strategic Partnership

Yahoo! JAPAN and AdTruth Announce Strategic Partnership 
AdTruth's Leading Technology to Provide Increased Audience
Recognition for Japan's Premium Publisher 
SAN JOSE, CA -- (Marketwire) -- 02/06/13 --   AdTruth, the global
leader in device recognition to improve digital advertising, today
announced a partnership with Yahoo! JAPAN, Japan's leading premium
digital publisher. This strategic alliance will dramatically 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. Following the recent opening of a
Tokyo office, the partnership further strengthens AdTruth's presence
in the Japanese market. 
Digital audience recognition has become increasingly challenging in
recent years with the rise of mobile devices and the steep decline in
cookie effectiveness. As a result, just in the last 2 years Yahoo!
JAPAN's audience recognition challenge has grown exponentially and
will continue to do so as new devices emerge. The implementation of
AdTruth's device recognition technology will help Yahoo! JAPAN
continue to provide industry leading advertising experiences for
consumers that lead to optimal ROI for advertisers. In addition,
AdTruth's device-agnostic technology also gives Yahoo! JAPAN a
universal approach to recognition that will link Japan's leading
premium publisher to the emerging mobile advertising ecosystem. 
"We are committed to partnering with the most innovative technology
providers to continually improve both performance for our advertisers
and the experience for our audiences," said Masatsugu Shidachi,
Corporate Officer, Head of Marketing Solutions Company at Yahoo!
JAPAN. "AdTruth provides exceptional user recognition for all device
types and we are thrilled to implement its solution. We appreciate
the fact that AdTruth is a neutral third-party that provides the
functionality we need without compromising performance." 
AdTruth's device recognition technology fills the gap where cookies
do not perform, resulting in a more intelligent online experience for
both the digital consumer and marketer. AdTruth's solution is privacy
compliant, collects no personally-identifiable information (PII) and
leaves no intrusive device-side identifiers.  
"Our partnership with Yahoo! JAPAN validates the industry need and
desire for an audience recognition solution that works across devices
and platforms to deliver exceptional performance," said James
Lamberti, general manager of AdTruth. "We are thrilled to bring this
capability to the expanding Japanese market through the nation's
largest premium digital media channel." 
About Yahoo! JAPAN
 Yahoo! JAPAN is a leading Internet brand and one
of the most trafficked Internet destinations in Japan. Yahoo! JAPAN
seeks to provide online products and services essential to users'
lives, and offers a full range of tools and marketing solutions for
businesses to connect with Internet users in Japan. Yahoo! JAPAN is
headquartered in Tokyo, Japan. 
About AdTruth, a division of 41st Parameter
 In a world where people
are increasingly reliant on a variety of Internet-connected devices
for everything from banking to shopping to entertainment and media,
creating relevant customer experiences and preventing online fraud
are constant and complex business challenges. 41st Parameter, the
global leader in device recognition and intelligence, combines its
patented technologies and years of expertise to identify devices
without cookies, without compromising privacy and without impacting
AdTruth, the company's digital media division, gives marketers a new
and better way to recognize and reach their most valuable audiences
across all types of devices. These privacy compliant solutions help
keep the Internet more secure and relevant for everyone. To learn
more about digital media solutions from AdTruth visit 
Media Contact
Greg Peverill-Conti
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