Momentum Partners with ADEX to Enhance Digital Advertising Safety Standards

Momentum Partners with ADEX

Recent developments in digital advertising have led to an increasing need for verified standards and practices. As a response to this growing concern, Momentum Inc. has announced its partnership with ADEX (Japan Economic Advertising Co., Ltd.) to enhance the security and reliability of digital advertising through its certified programs, namely ACP Safe Display Ads and ACP Safe Video Ads. This collaboration aims to provide brands with a shield against advertisement-related risks while promoting effective digital ad distribution.

The Importance of Brand Safety

With the exponential growth of the digital advertising ecosystem, the quality of ad placements has come under scrutiny. The Japanese government has recognized this necessity and, on June 9, 2025, issued guidelines aimed at ensuring the appropriate and effective dissemination of digital advertisements. Advertisers are urged to take measures against brand damage risks that could arise in the digital landscape. As a vital player in the industry, advertising agencies are called upon to safeguard brand value and contribute to the overall health of the digital advertising ecosystem.

The ADEX Initiative

Utilizing Momentum’s HYTRA DASHBOARD, ADEX has stepped forward to bolster its risk management efforts significantly. The certification as a partner in the ACP Safe Display Ads and ACP Safe Video Ads program underscores ADEX's commitment to being a reliable advertising agency, focused on brand protection and effective risk management for its clients.

What is the HYTRA DASHBOARD?

The HYTRA DASHBOARD is designed to minimize risks associated with brand safety and ad fraud by employing a combination of blocklists and allowlists for ad placements. This innovative tool is compatible with various platforms, including web ads, app ads, and YouTube promotions.

- Web Unsafe List: Recommended list of domains to exclude from ad distribution.
- App Unsafe List: Recommended list of apps to exclude from ad distribution.
- Channel Safe List: Recommended list of YouTube channels for ad placement.
- Channel Unsafe List: Recommended list of YouTube channels to exclude from ad placement.

To ensure the highest accuracy, Momentum combines automated assessments with manual checks by dedicated operators for list precision. This dual-check system provides high-quality blocklists and allowlists, thus managing the client's advertising budget and protecting their brand effectively. Additionally, automating these list settings can dramatically reduce operational costs.

The ACP Certification Programs

The ACP Safe Display Ads and ACP Safe Video Ads programs are designed to certify agencies that utilize Momentum's HYTRA DASHBOARD properly, thereby fostering reliable ad distribution. These programs provide regular training sessions and updates to participating partners, enabling them to acquire unique know-how and achievements that are not available through other agencies. This certification can serve as an essential metric for advertisers when selecting an agency.

About ADEX

Founded in March 1947 and headquartered in Chiyoda, Tokyo, ADEX operates as a comprehensive advertising agency with numerous branches and group companies across Japan. Known for its client-first approach and creativity, ADEX aims to offer sincere solutions to address various advertising challenges.

- Representative: President Nobuhiro Niwa
- Headquarters: 2-10 Kanda Ogawamachi, Chiyoda-ku, Tokyo, 101-8323
- Business Overview: Marketing support services
- Official Website: ADEX Official Site

About Momentum

Momentum is at the forefront of improving the Japanese digital advertising industry by utilizing language analysis technology tailored to Japanese and proprietary data for ad fraud detection. The company provides solutions to a wide range of advertising agencies and platforms in Japan and has established certification programs such as the Agency Certification Program (ACP) and Platform Certification Program (PCP), garnering memberships from many of Japan's leading enterprises. The company is dedicated to its mission of eliminating worthless ads, contributing positively to the growth of a healthy digital advertising market.