Novatiq announces Supership Holdings partnership to scale its privacy-first identity solution across Japan and APAC

3rd June  |  
4 minutes

Novatiq, the only privacy-first identity solution to leverage first-party network operator intelligence, has today announced a significant commercial partnership with Supership Holdings. Supership is Japan’s leader in data-driven digital advertising. 

The deal will see the UK start-up and the Japanese digital media powerhouse create a multimillion pound, multicountry, multiyear deal to develop a fully privacy-compliant advertising platform. The patented technology developed by Novatiq uses network customer intelligence for user verification to overcome the current challenges faced by the advertising industry as a result of the phasing out of third-party cookies and other current identification signals.  

The integration of the in-network Novatiq Fusion platform with the Supership AdGeneration solution creates an end-to-end ecosystem for people-based identity and audience activation. It uses protected first party data to deliver a much-improved customer experience and promote the ethos of advertising as a service.   

A combination of the Novatiq dynamic Hyper ID to verify a user and associate a deterministic audience to it, and the Supership capability to optimise publisher inventory, ensures that advertisers can deliver the right campaign to the right people at the right time.   

Launching initially in Japan, the alliance establishes Supership as a preferred partner in the APAC region with projected roll-out of the Novatiq platform across multiple countries starting this year.  


Commenting on the partnership, Jonathan Hulford-Funnell, Chief Executive Officer of Novatiq, said: 

“Supership is a leader in Japan’s digital advertising market which makes them the perfect partner as we move forward with our expansion into Asia. Adopting a privacy-first ethos to digital advertising is critical for the entire advertising ecosystem and this is an approach we have been pioneering at Novatiq since day one.

With our patented Fusion platform and their local market distribution, we will be able to take a leadership position throughout the APAC region and deliver our vision of advertising as a service”.

Shingo Inaba, Representative Director and President of Supership, continued: 

“By leveraging Novatiq’s technology, Supership will be able to develop a platform that enables cookie-independent targeting. By doing so, we will establish a next-generation ecosystem in the Japanese digital advertising market, while protecting the data privacy required in this day and age.”


Supership operates a full advertising tech stack, including Demand Side Platform (DSP), Data Management Platform (DMP) and Supply Side Platform (SSP). This partnership will bring Novatiq’s patented Fusion platform to its publisher and advertiser clients.   

The Fusion platform includes delivery of the Hyper ID, a transactional, anonymous and unique ID that is generated in real-time using consented, deterministic first party data. This enables publishers and advertisers to place the right ad in front of the right audience, by matching users with consented first-party audience groups, without any personal data ever entering the adtech ecosystem.  

About Supership  Holdings ltd. 

Supership Group is a data technology company that develops businesses that utilize data and technology, such as digital advertising, data consulting and VR business. As a co-creator of various startups, Supership Group will continue to improve the world through the power of data and technology, and co-create new value with our partners. Supership Group companies include: Supership ltd, Momentum ltd, DATUM STUDIO ltd, Chura Data ltd.  


About Novatiq 

Novatiq is dedicated to creating advertising as a service, not an interruption. It provides privacy-first identity solutions that enable telcos, brands and publishers to verify and reach their audiences at scale, safely and securely, overcoming the challenges of the anonymised web. Novatiq is the only company within the advertising industry to offer first-party customer intelligence from telco operators, enabling the creation of cross-device profiles to verify and engage what would otherwise be ‘ghost’ users. Its patented Fusion platform provides consented first-party audience validation, creation, and activation in all digital advertising environments. This new approach to consented IDs puts privacy first, improves user-experience, drives better campaign performance, and enables a new generation of personalised digital services.

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