Hakuhodo DY ONE's DMP 'AudienceOne®' and CX Platform 'KARTE' Begin Data Integration

Hakuhodo DY ONE (Headquarters: Minato-ku, Tokyo; President and Representative Director: Hiroaki Kitazume; hereinafter Hakuhodo DY ONE) announced that its DMP 'AudienceOne®'*1, one of the largest in Japan, has begun data integration with the CX (Customer Experience) platform 'KARTE'*2 provided by Plaid Inc. (Headquarters: Chuo-ku, Tokyo; Representative Director and CEO: Kenta Kurahashi; hereinafter Plaid). This integration allows companies using KARTE to deliver personalized content to users whose attributes were previously difficult to identify, based on the high-precision demographic and interest data held by AudienceOne®. It enables the provision of highly individualized customer experiences tailored to each customer's situation. ■Background In recent years, the diversification of lifestyles and the expansion of customer touchpoints, particularly online, have accelerated the fragmentation of customer needs. In this context, a challenge has emerged where relying solely on 1st Party data makes it difficult to provide optimal content tailored to individual contexts for users with limited interaction with the company or those whose attributes are unknown. To address this challenge, Hakuhodo DY ONE has initiated data integration between AudienceOne®, a DMP with over 380 million IDs, and KARTE, a CX platform that analyzes individual behavioral data in real-time to improve customer experiences across all touchpoints. This enables the use of 3rd Party data based on users' search and browsing behavior before visiting a company's site, allowing for optimal content delivery aligned with user interests. Furthermore, it expands the scope of personalization for customer experiences through KARTE, contributing to the advancement of corporate marketing activities. ■Features of this Integration This integration enables companies using KARTE to deliver optimal content and personalized experiences based on user interests, even for users whose attributes are difficult to identify, such as first-time visitors. It is expected to promote user engagement with promotional content, improve conversion rates (CVR), and enhance customer satisfaction for a broader user base. ■PoC Results A Proof of Concept (PoC) conducted prior to this integration yielded the following results: ・Pre-PoC Challenges: Due to limited data on pre-purchase users, segmentation based on attributes and interests was difficult. This made it challenging to deliver specific appeals aligned with user insights and to implement effective approaches that encouraged user engagement. ・Post-PoC Results: By creating segments based on attribute and interest data available from AudienceOne® and delivering different 'customer voice' content to each segment, the cart addition rate improved by 15.6 percentage points compared to cases where AudienceOne® segments were not applied. For some products, the purchase rate improved by 20.0 percentage points. This improvement is attributed to users being able to more easily imagine episodes and usage scenarios that matched their own attributes and interests, leading to a stronger sense of personal relevance and increased purchase motivation. *For detailed PoC results, please refer to the following: 　https://oneder.hakuhodody-one.co.jp/blog/audienceone-karte Hakuhodo DY ONE will continue to promote service development and corporate support utilizing KARTE, aiming to maximize customer experience value. *1 In response to the tightening cookie regulations that are restricting the use of traditional advertising identifiers (3rd Party cookies, RDID, etc.), Hakuhodo DY ONE provides targeting accuracy and analytical continuity in the digital advertising market through its proprietary identifier 'AudienceOne ID®'. AudienceOne ID® is a generic term for a common ID solution developed by Hakuhodo DY ONE that does not rely on 3rd Party cookies. A common ID solution generates IDs to replace 3rd Party cookies, which were previously used in digital marketing. AudienceOne ID® functions not only as a common ID solution for the post-cookie era but also enables the use of diverse 3rd Party data held by AudienceOne®, realizing digital marketing as before even in the post-cookie era. https://solutions.hakuhodody-one.co.jp/audienceone https://solutions.hakuhodody-one.co.jp/audienceone/id *2 https://www.hakuhodody-one.co.jp/service/data_technology/data_analysis/karte/ https://karte.io/ ■Hakuhodo DY ONE　https://www.hakuhodody-one.co.jp Hakuhodo DY ONE provides integrated digital marketing services, leveraging the knowledge and expertise in digital advertising cultivated since the early days of internet advertising. Its strengths include marketing strategy planning, creativity, advanced operational and technological development capabilities, and strong relationships with media and platform providers. It comprehensively supports domestic and international client companies with digital-centric marketing strategies and technology utilization. As the 'Digital Core' of the Hakuhodo DY Group, it aims to become an industry-leading digital marketing company by consolidating group knowledge and resources, combining high expertise with strong proposal capabilities. Constantly challenging and advancing to be the one and only 'ONE' for its client companies, it contributes to their sustainable growth and increased corporate value by acting as a business partner supporting their growth. Head Office: Akasaka Biz Tower, 5-3-1 Akasaka, Minato-ku, Tokyo 107-6316 Representative: Hiroaki Kitazume, President and Representative Director Shareholder: 100% Hakuhodo DY Group Number of Employees: 3,290 (as of April 1, 2026) Established: April 1, 2024 Business Description: Planning, consulting, agency, and investment related to digital marketing in general 【Inquiries about this matter】 Hakuhodo DY ONE Public Relations　E-mail：info-pr@hakuhodody-one.co.jp