#Japan #Tokyo #digital advertising #Brand Safety #CHEQ Japan

CHEQ's Role in Japan's Digital Advertising Landscape

On June 9th, 2023, Japan's Ministry of Internal Affairs and Communications released a guidance document aimed at ensuring appropriate and effective distribution of digital advertisements. CHEQ Japan, based in Minato, Tokyo, expresses its strong agreement with the essence of this guidance. This document emphasizes the need for not only media and advertising companies but also advertisers to take a proactive role in addressing challenges such as brand safety and ad fraud in the digital advertising industry.

CHEQ is dedicated to enhancing transparency and trust within the entire digital advertising ecosystem. The company has collaborated in the development of this guidance by leveraging its global expertise and technical know-how.

The Importance of the Guidance

The digital advertising market in Japan has rapidly expanded, now constituting nearly half of total advertising expenditure. However, it faces increasing complexity, leading advertisers to confront various issues including significant risks associated with brand safety—where ads may inadvertently appear alongside fake or illegal content—and ad fraud, which results in wasted advertising spend due to invalid traffic.

A recent survey by the Ministry of Internal Affairs revealed that a staggering 92% of users had a negative impression of advertisers whose ads appeared in articles containing misleading or false information. This alarming statistic underscores a critical concern for companies aiming to maintain their reputation. Furthermore, in 2023, it was estimated that global ad fraud costs reached around 84.2 billion USD (approximately 11.8 trillion JPY), placing Japan’s ad fraud rate among the highest globally and leading to substantial economic losses for businesses.

Such challenges disrupt the healthy construction of a digital ecosystem and warrant attention from a corporate social responsibility (CSR) perspective.

The guidance highlights the importance of acknowledging digital advertising risks as management-level concerns, urging executives to actively engage in mitigation strategies. This signifies that improving the health of digital advertising is integral to overall corporate governance.

CHEQ is in full support of the direction set by the Ministry's guidance. Our advanced technological capabilities and specialized knowledge will enable us to contribute positively to the transparency and health of Japan's digital advertising market. We actively participate in major organizations such as the JICDAQ (Digital Advertising Quality Certification Organization) and JAA (Japan Advertisers Association) to showcase our commitment to compliance with industry standards and the overall enhancement of the digital advertising landscape.

The Societal Significance of CHEQ's Ad Verification Tool

Enhancing transparency and trust in digital advertising helps establish an environment where advertisers can confidently engage in their activities. This goes beyond pursuing mere business profits; it plays a crucial role in promoting the healthy flow of information in society. Protecting brands from fraudulent traffic and false information directly correlates with safeguarding corporate credibility and sustainable growth, ultimately contributing to the development of a healthy economic environment.

Established in 2016, CHEQ has grown to serve over 15,000 clients worldwide, earning recognition as a leading vendor in global cybersecurity. Our ad verification tool, CHEQ, employs an innovative algorithm to identify real-time traffic from AI, humans, and malicious bots. With over 2,000 stringent security checks, CHEQ ensures the prompt detection of fraud, providing a solid foundation for the future of digital advertising.

Moreover, CHEQ is certified for international privacy and security standards, including CCPA, SOC2, ISO, and GDPR, demonstrating our compliance with high security benchmarks at a global level.

Specific Solutions Offered by CHEQ

CHEQ provides a comprehensive suite of solutions to protect the entirety of a company's digital presence, from marketing activities to security and compliance.

Marketing Security

• - CHEQ Acquisition: Protects ad campaigns from fraudulent clicks and advertising scams, maximizing marketing effectiveness and revealing the true value of advertising budgets.

• - CHEQ Analytics: Helps visualize the differences between human and bot traffic, facilitating accurate advertising effectiveness measurement based on cleaner traffic data, thereby enhancing marketing decision-making.

• - CHEQ Form Guard: Eliminates fake form submissions, yielding high-quality leads and improving the productivity of sales and marketing teams.

Control & Compliance

• - CHEQ Manage: Streamlines tag management, data collection, and marketing tool integration, increasing operational transparency.

• - CHEQ Enforce: Aids in centralizing privacy management and compliance adherence, strengthening the protection of customer information.

Fraud & Abuse

• - CHEQ Defend: Defends websites and APIs from malicious bots and attackers, bolstering overall corporate security. This feature identifies delivery destinations that could harm corporate brand images, including sites with fake or misleading information, illegal content, or hate speech.

Looking Ahead

In response to the Ministry of Internal Affairs and Communications guidance, CHEQ is committed to further improving transparency and health in the Japanese digital advertising market. We aim to strengthen collaborations with all stakeholders in digital advertising, including advertisers, agencies, and media, contributing to the industry's advancement. Our proactive efforts will include organizing seminars and providing information, ultimately facilitating a secure and effective environment for all involved in digital advertising activities.

About CHEQ Japan

CHEQ Japan is located at 1-5-1 Marunouchi, Chiyoda-ku, Tokyo. For inquiries, you may contact Yukie Hayashida, or visit our homepage.