{"id":33287,"date":"2026-05-22T10:58:35","date_gmt":"2026-05-22T10:58:35","guid":{"rendered":"https:\/\/itbusinesstoday.com\/?p=33287"},"modified":"2026-05-22T10:58:35","modified_gmt":"2026-05-22T10:58:35","slug":"browsi-and-intimate-merger-expand-japan-ad-tech","status":"publish","type":"post","link":"https:\/\/itbusinesstoday.com\/ja\/martech\/advertising\/browsi-and-intimate-merger-expand-japan-ad-tech\/","title":{"rendered":"\u30d6\u30e9\u30a6\u30ba\u30a2\u30a4\u3068\u30a4\u30f3\u30c6\u30a3\u30e1\u30fc\u30c8\u5408\u4f75\u3067\u65e5\u672c\u30a2\u30c9\u30c6\u30af\u30ce\u30ed\u30b8\u30fc\u304c\u62e1\u5927"},"content":{"rendered":"

Browsi has activated its data partnership with Intimate Merger Inc. to strengthen cookieless advertising intelligence and audience analysis capabilities for advertisers in Japan.<\/p>\n

The partnership centers around Intimate Merger\u2019s IM-UID, a cookieless identifier designed to track ad exposure across the open web without depending on third-party cookies. Through the integration, Browsi can identify which users were exposed to which advertisers\u2019 campaigns across its network, opening the door to cookieless retargeting, audience analysis, and data consulting for agencies and brands operating in the Japanese market.<\/p>\n

The timing isn\u2019t random, it\u2019s kind of a bit obvious when you zoom out. Advertising platforms have gotten bigger, more automated, and also more closed at the same time. Advertisers can view performance in their own dashboards, yet they still sort of struggle to grasp what rivals are doing beyond those walled ecosystems. Budget shifts, audience overlaps, market visibility, and the whole share-of-voice moving around across the wider web usually stay hidden, somehow.<\/p>\n

\u3053\u3061\u3089\u3082\u304a\u8aad\u307f\u304f\u3060\u3055\u3044\uff1a NTT\u30c9\u30b3\u30e2\u3001\u6d88\u8cbb\u8005\u30c7\u30fc\u30bf\u3092\u6d3b\u7528\u3057\u305fAI\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0TV\u5e83\u544a\u30d7\u30e9\u30c3\u30c8\u30d5\u30a9\u30fc\u30e0\u3092\u767a\u8868<\/a><\/h4>\n

Browsi is trying to solve that gap by modeling activity across the open web. The company says it analyzes 132 billion ads every month, tracks 61 million brand domains, and processes 2.3 terabytes of first-party data. But building open web intelligence at scale in Japan also requires a local identity framework that can work after the decline of third-party cookies.<\/p>\n

That is where IM-UID becomes important.<\/p>\n

According to the companies, IM-UID covers around 10 billion browsers, representing roughly 90% of Japan\u2019s internet users. Using that identifier, the partnership creates an ad exposure dataset that tracks which IM-UIDs interacted with which advertising campaigns across \u30d6\u30e9\u30a6\u30b8<\/a>\u2019s network.<\/p>\n

From there, three core functions are built around the data, sort of.<\/p>\n

The first is a cookieless retargeting setup, letting advertisers reconnect with exposed audiences without leaning on third-party cookies, or so it goes.<\/p>\n

The second is audience attribute analysis. Exposed IM-UIDs can be associated with \u89aa\u5bc6\u306a\u5408\u4f75<\/a>\u2019s IM-DMP data, which brings in TV viewership, lifestyle information, consumer surveys and purchase intent signals, basically. That gives advertisers a more accurate view of who is actually seeing their campaigns.<\/p>\n

The third piece is consulting support. Intimate Merger will use the exposure and audience data to help advertisers and agencies with targeting strategy, KPI planning, execution, and optimization, particularly as more companies move advertising operations in-house.<\/p>","protected":false},"excerpt":{"rendered":"

Browsi has activated its data partnership with Intimate Merger Inc. to strengthen cookieless advertising intelligence and audience analysis capabilities for advertisers in Japan. The partnership centers around Intimate Merger\u2019s IM-UID, a cookieless identifier designed to track ad exposure across the open web without depending on third-party cookies. Through the integration, Browsi can identify which users were exposed to which advertisers\u2019 campaigns across its network, opening the door to cookieless retargeting, audience analysis, and data consulting for agencies and brands operating in the Japanese market. The timing isn\u2019t random, it\u2019s kind of a bit obvious when you zoom out. Advertising platforms have gotten bigger, more automated, and also more closed at […]<\/p>\n","protected":false},"author":7,"featured_media":33288,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"wprm-recipe-roundup-name":"","wprm-recipe-roundup-description":"","postBodyCss":"","postBodyMargin":[],"postBodyPadding":[],"postBodyBackground":{"backgroundType":"classic","gradient":""},"footnotes":""},"categories":[191,208,211,92,237,206],"tags":[451,13087,4372,102,13086],"ppma_author":[572],"class_list":["post-33287","post","type-post","status-publish","format-standard","has-post-thumbnail","category-advertising","category-apac","category-japan","category-martech","category-news","category-regional","tag-advertising","tag-browsi","tag-intimate-merger","tag-japanese-market","tag-web-ad-intelligence"],"yoast_head":"\nBrowsi 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