Momentum lectures on 'Optimization of Digital Advertising and Importance of JICDAQ Certification' at HAAA study session

Momentum Inc. (Minato-ku, Tokyo, Representative Director & President: Kohei Hosoi, hereafter "Momentum") held a lecture titled "Optimization of Digital Advertising and the Importance of JICDAQ Certification" at a study session hosted by the Hokkaido Advertising Agencies Association (HAAA) on March 19, 2026.

Background of the Lecture While the internet advertising market exceeds 4 trillion yen and continues to grow, malicious sites are proliferating infinitely due to the spread of generative AI. Ad fraud, in particular, has become a 15 trillion yen global scale issue, making it the second largest anti-social business after drug trafficking.

Japan is lagging in countermeasures compared to the rest of the world and is an easy target for overseas criminal organizations and anti-social forces, warned our representative Hosoi. Aimed at corporate representatives concerned about internet advertising safety and brand damage risks, he explained the current state of ad pollution in the digital ad market and specific countermeasures including JICDAQ certification.

Lecture Content: From the Reality of "Ad Pollution" to Specific Countermeasures This lecture was structured to cover everything from raising current issues to specific action plans:

Major Methods of Ad Pollution and the Reality of Damage As specific methods of ad pollution, four types were explained: "Fraud by Bots," "MFA (Made for Advertising) sites," "Copyright infringing content," and "Brand damaging delivery." Looking at fraudulent ad placement rates by distribution medium, he pointed out that without countermeasures, inappropriate delivery occurs at a rate of 5-10% for display ads, 15-25% for app ads, and an astonishing 25-50% for YouTube ads.

Ministry of Internal Affairs and Communications Guidance and the Importance of JICDAQ Certification Against the backdrop of advertising issues developing into social problems such as threats to consumer protection and democracy, the "Guidance for Advertisers for Appropriate and Effective Delivery of Digital Advertising" was announced in June 2025. An important framework to address this is the "JICDAQ (Japan Interactive Advertising Consortium)" certification. Hosoi described JICDAQ certification as a "driver's license to handle advertising." He emphasized that third-party certification will become mandatory from 2026, and it is currently becoming a crucial business requirement, such as being a prerequisite for participating in proposals and receiving operational contracts from major agencies.