Macromill launches a tagless ad effectiveness measurement solution on Amazon Ads

Tokyo, May 12, 2022 - Macromill, Inc. (Headquarters: Minato-ku, Tokyo, Representative Executive Officer and Global CEO: Toru Sasaki; hereinafter, “Macromill”) has launched a tagless ad effectiveness measurement solution on Amazon Ads.

As digitalization accelerates, spending on digital advertising is continuing to rise not only in Japan, but globally. Meanwhile, it is expected that using a tag for ad effectiveness measurement and analytics - as well as third-party Cookies - will become increasingly difficult going forward. As a result, client companies are gearing up efforts to explore new ways to achieve more effective and durable marketing.

Against this backdrop, Macromill has launched an ad effectiveness measurement solution that enables a tagless measurement available on Amazon Ads.

This solution enables two of the Amazon Ads products available in Japan, Amazon DSP (browser and application)^*1and Fire TV advertising^*2to use tagless measurement, a new way to measure ad effectiveness. With this measurement method as a starting point, Macromill will continue to explore and develop new measurement methods that are aligned with the needs of the day.

*1　A service that enables advertisers to distribute display and video advertising within and outside Amazon websites.

*2　A streaming media player. A service that enables users to watch streamed advertisement contents on Fire TV interface.

Among various Amazon Ads products offered in Japan, Amazon DSP (browser and application) and Fire TV advertising are subject to the tagless measurement solution that is made available this time. Unlike conventional methods that typically use tags for measurement, the newly launched measurement method is made possible through server-side collaboration between Amazon Ads and Macromill. It also enables us to verify the brand-lifting effects of Amazon DSP and the Fire TV advertising as we can conduct a questionnaire survey after determining the reach of such advertising to the members of our survey panel.

Macromill will continue to provide services including the measurement of digital ad effectiveness with due consideration to the protection of privacy as appropriate to the needs of the time. We strive to contribute to the development of the advertising industry and the marketing activities of our client companies, aiming to spread innovations across the entire sphere of marketing business.

Ends,

* Amazon and Amazon Ads are trademarks of Amazon.com, Inc. or its affiliate companies.