fluct Completes Advertising Transaction Demonstration of "Originator Profile" in Ministry of Internal Affairs and Communications' Fake/Misinformation Countermeasures Project

fluct, a group company of CARTA HOLDINGS, Inc. that develops a publisher growth support business, announced that it has completed an experimental demonstration of an advertising transaction system using OP technology as a technology development partner for the Ministry of Internal Affairs and Communications' "Development and Demonstration Project for Technologies to Counterfeit/Misinformation on the Internet (FY Reiwa 7)," promoted by the Originator Profile Technology Research Association (OP Association).

In this demonstration, fluct utilized its proprietary fluct SSP service to demonstrate the normal delivery of ads with "OP" applied in a live digital advertising transaction environment. This confirmed the technical foundation for realizing highly transparent advertising transactions by clearly indicating the originator of advertisements in the programmatic advertising supply chain.

■ Background

With the rapid spread of generative AI, the increase in sophisticated fake news and fraudulent advertisements has become a global social issue. As it is urgently necessary to ensure the "reliability" of information on the internet, the Ministry of Internal Affairs and Communications is promoting the "Development and Demonstration Project for Technologies to Counterfeit/Misinformation on the Internet." OP technology, which makes it possible to identify and verify information originators, is expected to support the realization of "an internet that everyone can use with peace of mind," and this demonstration is a major step towards 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 the RTB Supply Chain: Successful delivery of ad banners to which OP technology was applied in advertising delivery through actual advertising transaction systems (DSP/SSP).

・ Transparency in Advertising Transactions: Confirmed that the originator of advertisements can be indicated on the digital advertising supply chain, yielding results that lead to the realization of "highly transparent advertising transactions" in the future.

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

"For the sound development of digital advertising, it is essential to clearly identify who the sender of information is and to create an environment where users and advertisers can engage with confidence. I feel it is highly significant that our SSP played an important role in the social implementation of OP technology in this demonstration experiment. Moving forward, we will leverage the power of technology to strengthen countermeasures against ad fraud and fake/misinformation, and contribute to the realization of a highly transparent advertising ecosystem built on trust."

■ Future Outlook

fluct will further accelerate and promote efforts toward the social implementation of the technology, utilizing the knowledge gained from this demonstration in collaboration with the OP Association and other partners. Furthermore, by deepening cooperation with domestic and international stakeholders aiming for sound advertising transactions, and by strongly leading the domestic digital advertising industry from both technological and business perspectives, we will strive to create an internet environment that everyone can use with peace of mind.

[About 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 reserves)

Major Shareholder                   : CARTA HOLDINGS, Inc.

Business Description:                  : Advertising platform business, publisher growth business, commerce support business

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

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