日本語 
TBS Television and NTT Docomo have jointly developed a video advertising solution for TVer that combines personalized ad delivery with post-exposure effectiveness measurement. The service will be available through TBS from November 5, 2026.
The initiative also involves CARTA ZERO and VOXX, bringing together Docomo’s database of more than 100 million d Point Club members and TBS’s reservation-based video advertising inventory. The solution uses customer data, with consent, matched within VOXX’s secure environment.
Audience targeting on multiple devices including connected TVs is a major feature of this solution. This is achieved by data matching of Docomo’s login IDs and TVer logins. While IDs like ADID and IDFA are limited to device-based targeting, TVer can help marketers to target specific individuals in a target demo even on connected TVs, where audience of TV is easier to identify.
The platform also extends measurement beyond views and reach. By using Docomo’s location and app usage data, advertisers can assess whether exposure leads to actions such as store visits or service usage. This widens the window of campaign metrics and assists corporations in measuring marketing ROI.
Docomo contributes scale, online and offline behaviour data and customer information to the initiative. The firm says it processes data in line with customer consent as well as its Personal Data Charter, which sets out its privacy policy.
Also Read: AI Inc. and Chronicle Partner on Corporate Podcasts
It is aimed at business and ad agencies who want to go beyond brand campaigns and gain a clearer picture of the impact of advertising on customers’ behaviour. It provides a new approach to meet marketing needs as third-party cookies lose prominence for customer targeting and measurement.
TBS’ inventory growth is a response to shifting consumption across smartphones, PCs and connected TVs. The broadcaster, which estimates it will hold the largest share of TVer views of any broadcaster for fiscal 2025, is seeking to bolster the value of its video ad inventory.
VOXX will be the platform for securely sharing data from the partner companies to deliver ads and measure effectiveness.
English