FreakOut Partners with True Data, Handling Purchase Data of Approximately 65 Million People Nationwide, to Launch Advertising and Purchase Analysis Solutions

FreakOut Co., Ltd. (Headquarters: Minato-ku, Tokyo; President and CEO: Keiji Tokiyoshi; hereinafter "FreakOut") has partnered with True Data Inc. (Headquarters: Minato-ku, Tokyo; President and CEO: Hiroyuki Yonekura; hereinafter "True Data"), which handles ID-POS data (Note 1) on a scale of approximately 65 million people nationwide. Starting June 30, 2026, the company will offer advertising delivery and purchase analysis solutions utilizing True Data's advertising purchase segment data (Note 2).

By integrating FreakOut's DSP "Red" with True Data's advertising purchase segment data, the company will enable not only targeting based on purchasing behavior but also visualization of advertising effectiveness based on actual purchases after ad exposure.

Note 1: Purchase data linked to customer IDs. It allows for understanding purchaser attributes, repeat purchase rates, switching behavior, and other purchasing actions. The anonymized purchase data provided by True Data does not include information that identifies stores or individuals. Note 2: A dataset of advertising identifiers extracted from purchase data that can be used for targeting and effectiveness verification. It does not contain information that identifies individuals or stores.

Background of the Partnership and Market Challenges

In recent years, with the expansion of the retail media market, there has been a growing need to consistently track from ad exposure to purchase to optimize marketing investments. For advertisers, particularly consumer goods manufacturers, it is a critical management challenge to quantitatively understand not only "which consumers should be reached with advertising" but also "whether ad exposure led to actual purchases."

On the other hand, traditional digital advertising has primarily focused on online metrics such as impressions, clicks, and website conversions, making it difficult to grasp the relationship with actual purchases made at physical stores.

To address these challenges, FreakOut's advertising delivery technology is combined with True Data's advertising purchase segment data, which is based on large-scale ID-POS data. This enables targeting and advertising effectiveness analysis using purchase data, supporting marketing activities that are more aligned with actual consumer behavior.

Overview of this Partnership

By utilizing True Data's advertising purchase segment data within FreakOut's DSP "Red," various social media platforms, and major OTT services, FreakOut will provide advertising delivery and analysis functions that leverage purchase data, in addition to existing data such as location data and BtoB data.

Advertisers will be able to deliver ads to consumers who purchase specific categories of products or exhibit certain purchasing tendencies. Furthermore, after ad delivery, they can compare the purchasing status of those who were exposed to the ads with those who were not, thereby understanding the impact of advertising measures on purchasing behavior.

This will create an environment where targeting, delivery, and effectiveness verification can be carried out seamlessly.

What this Partnership Will Achieve

1. Advertising Delivery Based on Purchase Data

In addition to existing data such as location data, BtoB data, age, gender, and interests, targeting can now be performed using purchase data. This allows for advertising delivery to consumers with a high likelihood of purchasing based on their purchasing tendencies, achieving more precise targeting.

2. Advertising Effectiveness Analysis Utilizing Offline Purchase Data

By comparing the purchasing status of ad-exposed individuals with non-exposed individuals, the impact of advertising measures on purchasing behavior can be analyzed. This visualizes the contribution to offline purchases, which was difficult to grasp with online metrics alone, and can be used for evaluating and improving advertising investments.

3. One-Stop Provision from Delivery to Analysis

Since targeting and advertising effectiveness analysis using purchase data can be performed on the same platform, it enables efficient operation from planning to execution and verification of measures. By utilizing analysis results for subsequent ad delivery, continuous advancement of marketing strategies can be achieved.

Future Outlook

FreakOut aims to further promote the utilization of various data, including location data, and purchase data to achieve more advanced advertising delivery on retail media operated by retailers and media companies.

Furthermore, by combining FreakOut's location data and data held by its OEM partner companies with True Data's purchase data, the company will develop new marketing solutions that deepen consumer understanding.

Additionally, FreakOut will create an environment where purchasing data can be easily utilized for advertising delivery and effectiveness analysis, not only by national clients but also by small and medium-sized businesses (SMBs), contributing to the further development of the retail media market and the democratization of purchase data utilization.

About True Data Inc.

True Data Inc. operates a big data platform that handles POS and ID-POS data from approximately 65 million active users annually in drugstores and supermarkets. The company provides data utilization solutions effective in the DX era, including customer understanding, product strategy, sales promotion measures, advertising optimization, and production/inventory management, to retailers, consumer goods manufacturers, and a wide range of other industries, supporting data-driven corporate decision-making.

Company Name: True Data Inc. Representative: Hiroyuki Yonekura, President and CEO Location: Shiba-Daimon Center Building 4F, 1-10-11 Shiba-Daimon, Minato-ku, Tokyo URL: https://www.truedata.co.jp/

About FreakOut Co., Ltd.

FreakOut is a marketing technology company that pioneered real-time bidding for internet advertising in Japan. Based on Japan's largest ad inventory and data, the company develops and provides marketing platforms such as "Red," location marketing platform "ASE," and AI-powered product "alpaka." It supports companies in solving challenges through diverse formats including display, native, video/CTV, High Impact, and DOOH (out-of-home advertising), along with precise targeting. The company also supports the construction of unique advertising infrastructure tailored to the needs of various businesses.

Since its founding, FreakOut has pursued the realization of "non-intrusive advertising" and a "trusted advertising space" by thoroughly ensuring transparency and implementing measures against ad fraud. The company continues its challenge to elevate advertising from a "nuisance" to an "encounter with useful information," contributing to the sound development of the digital marketing industry.

Company Name: FreakOut Co., Ltd. Representative: Keiji Tokiyoshi, President and CEO Location: Sumitomo Fudosan Roppongi Central Tower 7F, 7-15-9 Roppongi, Minato-ku, Tokyo URL: https://www.fout.co.jp/freakout/

Related Links

https://www.fout.co.jp/freakout/product/red/data/

Contact for Inquiries

FreakOut Co., Ltd. Contact: Takeda E-mail: pr-biz@fout.jp

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