FreakOut Participates in 'Originator Profile Technology Research Association' Demonstration Project

FreakOut, Inc. (Headquarters: Minato-ku, Tokyo; President: Keiji Tokiyoshi; hereinafter 'FreakOut') has been contributing to the social implementation of Originator Profile (OP) technology—which technically visualizes information and advertisements from trusted sources—since joining the 'Originator Profile Technology Research Association' (hereinafter 'OP Association'; Chairperson: Jun Murai, Special Specially Appointed Professor at Keio University) in June 2025, from the perspective of a DSP operator managing ad delivery.

FreakOut recently participated in the Ministry of Internal Affairs and Communications' 'Project for Development and Demonstration of Technologies to Counter Misinformation on the Internet (FY2025)' as a major DSP (Demand-Side Platform) operator. The company completed a delivery demonstration using actual digital advertising workflows to develop and implement 'Originator Profile (OP),' a technology that verifies the source of articles and advertisements on the web. Through this project, it was confirmed that OP technology functions correctly in ad transactions via DSP/SSP, ensuring that the advertiser is clearly identified and the authenticity of websites and article content is guaranteed when delivered to users.

[Background and Purpose] Recently, sophisticated fake news and fraudulent ads impersonating celebrities, often driven by the misuse of generative AI, have become a social issue. There is an urgent need for a mechanism to guarantee the reliability of information, such as 'who published it.' OP technology adds an 'electronic signature (originator verification)' to web content, allowing users to easily identify whether information is safe.

[FreakOut's Role] FreakOut, as a leading company in programmatic advertising, verified the application of this technology to ad transactions to improve brand safety and build a healthy ecosystem for advertisers, media, and users. Specifically, the company integrated OP technology with its DSP product 'Red' and confirmed that OP-signed ad creatives are delivered normally through the programmatic ad flow (DSP -> SSP -> Media). By integrating OP technology, it was confirmed that the identity of the advertiser and the prevention of creative tampering can be technically guaranteed.

[Key Achievements] 1. Verification of 'Transparency' and 'Soundness' in Ad Transactions: Successfully delivered ad banners with OP technology through actual DSP/SSP systems, confirming that the advertiser can be clearly identified. 2. Implementation on Media and Municipal Sites: Introduced OP technology to major media and municipal sites (e.g., Tottori and Aichi Prefectures), enabling browser-based verification of content authenticity. 3. Global Standardization: Presented OP technical specifications at the W3C annual meeting 'TPAC 2025,' promoting understanding in the global web community and forming agreements for future cooperation.

[Future Outlook] FreakOut will leverage the insights gained from this project to continue its efforts to improve transparency in digital advertising and ensure the internet remains a healthy and reliable space for information distribution.