fluct Completes Demonstration of "Originator Profile" Ad Transactions in Ministry of Internal Affairs and Communications' Misinformation Countermeasures Project

fluct, Inc. (Minato-ku, Tokyo; Representative Director & CEO: Yota Fujii; COO: Takeshi Kuroda; hereinafter "fluct"), a group company of CARTA HOLDINGS, which develops publisher growth support businesses, has participated as a technology development partner in the Ministry of Internal Affairs and Communications' "Project for the Development and Demonstration of Countermeasures against False and Misleading Information on the Internet (FY2025)" promoted by the Originator Profile Technology Research Association (OP Association), and has completed a demonstration experiment of an advertising transaction system using OP technology.

In this demonstration, fluct utilized its own service, fluct SSP, to demonstrate the normal delivery of "OP"-attributed advertisements in a real digital advertising transaction environment (production environment). This confirmed the technical foundation for realizing transparent advertising transactions by clearly indicating the originator of advertisements within the programmatic advertising transaction flow.

■Background

With the rapid spread of generative AI, the increase in sophisticated fake news and fraudulent advertisements has become a global social issue. As securing the "reliability" of information on the internet becomes an urgent task, the Ministry of Internal Affairs and Communications is promoting the "Project for the Development and Demonstration of Countermeasures against False and Misleading Information on the Internet." OP technology, which enables the identification and verification of information originators, is expected to be a supporting technology for realizing "an internet that everyone can use with peace of mind," and this demonstration marks a significant step towards its social implementation in the digital advertising ecosystem.

■fluct's Role and Achievements in this Demonstration

fluct was responsible for the technical implementation on the ad delivery system (SSP) side and confirmed the following achievements:

・Application of OP technology in RTB transaction flow: Successfully delivered ad banners with OP technology applied through actual ad transaction systems (DSP/SSP).

・Increased transparency in ad transactions: Confirmed that the originator of advertisements can be clearly indicated within the digital advertising transaction flow, yielding results that will lead to the realization of "transparent advertising transactions" in the future.

■Comment from Yota Fujii, Representative Director & CEO of fluct, Inc.

"For the healthy development of digital advertising, it is essential to clarify who the sender of information is and to create an environment where users and advertisers can engage with confidence. We feel it is highly significant that our SSP played an important role in the social implementation of OP technology in this demonstration experiment. We will continue to strengthen countermeasures against ad fraud and false/misleading information through the power of technology, contributing to the realization of a transparent advertising ecosystem based on trust."

■Future Outlook

Moving forward, fluct will leverage the knowledge gained from this demonstration to further accelerate and promote the social implementation of the technology, together with the OP Association and other partners. We will also deepen collaboration with domestic and international stakeholders who aim for sound advertising transactions, and by strongly leading the domestic digital advertising industry from both technological and business perspectives, we will strive to develop an internet environment that everyone can use with peace of mind.

【fluct, Inc.】https://corp.fluct.jp/

Representative Director & CEO: Yota Fujii

Representative Director & COO: Takeshi Kuroda

Head Office Location: Toranomon Hills Station Tower 36F, 2-6-1 Toranomon, Minato-ku, Tokyo

Established: June 2, 2008

Capital: 50 million yen (including capital reserve)

Major Shareholder: CARTA HOLDINGS, Inc.

Business Activities: Ad platform business, publisher growth business, commerce support business

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TEL: 03-4577-1458 FAX: 03-4577-1493

Inquiry Form: https://corp.fluct.jp/contact

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