Yahoo! Japan has partnered with AdTruth to improve audience recognition capabilities. AdTruth's device recognition technology will help Yahoo! Japan more accurately define audiences and increase earnings per mille (eCPMs) for advertisers. The partnership strengthens AdTruth's presence in the Japanese market and provides Yahoo! Japan with a universal approach to audience recognition across devices.

1. Yahoo! JAPAN and AdTruth Announce Strategic Partnership
AdTruth’s leading technology to provide increased audience recognition for Japan’s
premium publisher
San Jose, Calif., Feb. 6, 2013 – 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.”

2. 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 performance.
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 www.AdTruth.com