KDDI introduces targeted advertising through au one portal
Rating: joined up thinking
By Annie Turner
KDDI is to introduce a behavioural targeting system for ads, which analyses au mobile users’ website logs and the frequency of visits to the au one portal, which is to launch late in September.
The portal was developed by mediba and Digital Advertising Consortium (DAC). Based on audits of customers visiting specialised mobile websites on “au one,” such as car, games and music sites, mediba will provide behavioural targeting advertisements alongside news articles, search result pictures and other spots.
The system will initially cover mobile websites on au one only, but KDDI and its partners plan to use other types of data, excluding “personally identifiable information”, to provide behavioural targeting advertising, including a solution to integrate mobile devices with PCs.
KDDI’s au one integrated portal for mobile handsets and PCs will combine a portal for Ezweb, an Internet service for au cellular handsets, a portal for DION, an ISP service for PCs, and a portal for DUOGATE, a PC portal designed for mobile users.
Yippee, someone who’s thinking about mobile as part of a wider picture instead of a channel just in it’s own right. It broadens the appeal for both advertisers and consumers.
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