#Japan #Tokyo #digital advertising #MOMENTUM #JICDAQ

Momentum's Advocacy for Digital Advertising Safety

Momentum, a prominent company based in Minato, Tokyo, recently delivered a vital presentation at a seminar hosted by the Hokkaido Advertising Industry Association (HAAA) on March 19, 2026. The talk, titled "The Importance of Optimizing Digital Advertising and JICDAQ Certification," aimed to highlight the current challenges and solutions within the digital advertising landscape.

Context of the Presentation

The digital advertising market in Japan has surpassed ¥4 trillion. Despite this growth, the widespread adoption of generative AI has led to an alarming rise in malicious websites. Ad fraud, being a significant part of this issue, is now estimated to be a $15 trillion annual business globally, making it the second-largest illicit industry after drug trafficking. The representative of Momentum, Kohei Hosoi, pointed out that Japan is lagging behind other countries in terms of countermeasures, rendering it a target for international criminal organizations and anti-social forces. This presentation was directed at businesses concerned about the safety of online advertising and the risks facing their brand reputation.

Overview of the Seminar

The session elaborated on the disturbing realities of so-called advertising pollution and proposed actionable steps for companies. The structured agenda included:

1. Identifying Advertising Pollution and Victimization

In the presentation, Hosoi outlined four primary methods of ad fraud:

• - Bot-driven fraud
• - Sites created solely for advertising (MFA)
• - Copyright infringement
• - Brand damage distribution

He indicated that, without proper measures in place, the rate of fraudulent ad placements could reach 5-10% for display ads, 15-25% for app ads, and a staggering 25-50% for YouTube ads.

2. JICDAQ Certification and Its Significance

In response to escalating concerns about advertising issues morphing into threats against consumer protection and democracy, the Japanese government plans to release guidance for effective digital advertising by June 2025. An essential framework for compliance is the JICDAQ (Digital Advertising Quality Certification Organization) certification. Hosoi described JICDAQ certification as a "license" for handling advertisements, stating that starting in 2026, third-party certification will be mandatory. This certification is increasingly becoming a key business requirement for participation in proposals and operations with major agencies.

3. Responsibilities of Advertisers and Three Key Steps for Action

As the digital landscape evolves, simply claiming ignorance for poorly placed ads is no longer acceptable. Advertising agencies must act as gatekeepers connecting advertisers and media companies. Hosoi proposed three immediate steps that companies should adopt:
1. Understand the current landscape: Review the existing ad placements and identify any media sources with abnormally high CTR (over 20%).
2. Prepare for certification: Start the process for obtaining the JICDAQ certification, which takes approximately six months.
3. Dynamic protection: Utilize solutions that allow for real-time detection and frequent updates (daily) of dubious websites to establish a proactive defense.

Summary of the Presentation

Effective management of advertising placements is essential not only for reducing unnecessary advertising costs but also for preserving corporate brand value and social trust. It is crucial to combine the foundational JICDAQ certification with real-time technical strategies to build a secure and trustworthy digital advertising ecosystem. The emphasis is on a collective commitment to safer digital advertising practices.

About Momentum Inc.

Momentum is a leader in the ad verification solutions sector, leveraging its specialized language analysis technology and unique data to promote the soundness of Japan's digital advertising market. The company’s solutions are widely utilized by domestic advertising agencies and platforms. Momentum offers a comprehensive Agency Certification Program (ACP) and Platform Certification Program (PCP), welcoming numerous prominent enterprises. By creating a reliable digital infrastructure, Momentum aims to contribute to the healthy evolution of the digital advertising marketplace.
Visit Momentum's Website