Yahoo Japan today announced a partnership with AdTruth, a device recognition services provider. According to the release, Yahoo Japan has struggled to keep up with the rapidly rising number of mobile devices in Japan. Masatsugu Shidachi, corporate officer and head or marketing solutions for Yahoo Japan, stated that the company is "thrilled to implement [AdTruth's] solution," which helps fill the cookie gap in mobile.
The deal is also significant in that it further opens the door to the real-time space in Japan. “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,” stated 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.”