MBK Digital Rebrands "Tapad" Human-Based Cross-Device ID Solution to "Experian Digital Graph"

Background and Purpose

MBK Digital Inc. (Headquarters: Chiyoda-ku, Tokyo; Representative Director and President: Arata Serizawa; hereinafter "MBK Digital," a wholly-owned subsidiary of Mitsui & Co.), which supports companies in data-driven marketing, has announced the rebranding of its cross-device ID solution "Tapad," which it has been selling in the Japanese market, to "Experian Digital Graph" through global service restructuring and integration, and will begin its official provision in Japan.

"Tapad" has long been highly regarded for providing a "Device Graph" that enables the identification of individuals and households across multiple digital devices/channels. In 2020, it became part of Experian, and Tapad's powerful cross-device technology was integrated into Experian's extensive marketing product assets, establishing a more comprehensive and privacy-conscious ID infrastructure.

This renewal will enable "people-based data integration," which goes beyond mere cross-device connection to capture customers as "one person/one household" across multiple channels such as CTV/streaming, desktop, and mobile.

Strengths of Experian Digital Graph

Signal-agnostic/Universal ID Support: Prepared to support various identifiers including Mobile Ad ID (MAID), Connected TV ID, IP address, and Universal IDs (such as UID2, ID5). This ensures stable addressability even after cookie deprecation or signal disruption.

Continuous and Highly Accurate Data Updates: The provided data is regularly updated (weekly), maintaining the accuracy and freshness of identification, allowing flexible response to changes in devices, behavior, and identifiers.

Privacy-Focused & Future-Proof: With industry-leading technology and an approach that does not rely on specific IDs, Experian Digital Graph maintains high durability to respect privacy and adapt to future changes in identifiers and regulations.

Significance in the Japanese Market and Our Role

In recent years, Japan has seen trends such as the deprecation/restriction of third-party cookies, strengthening of personal information protection, and increasing complexity of consumer behavior across online/offline channels. In this context, Experian Digital Graph holds significant meaning as a "next-generation ID infrastructure" that is privacy-conscious and cookie-independent. MBK Digital, as the official reseller/implementation support partner for Experian Digital Graph in Japan, provides the following support:

・Implementation consulting based on the needs and legal regulations of Japanese companies

・Coordination and collaboration support with advertising agencies, DSP/SSP, platform operators, and CRM-holding companies

・Data design and implementation support to integrate online advertising, offline purchase data, physical stores, CTV, etc.

・Privacy compliance and regulatory support

MBK Digital has been providing Tapad solutions in Japan for five years and has already been utilized by a total of 15 partners. As "Experian Digital Graph," it currently holds [110 million IDs] in the Japanese market. We will continue to support Japanese companies in utilizing world-class ID Graph to achieve cross-channel customer understanding and effective marketing.

About Experian

Experian is a global data and technology company that provides new opportunities for people and businesses worldwide. We leverage a unique combination of data, analytics, and software to help transform lending practices, detect and prevent fraud, simplify healthcare, provide digital marketing solutions, and gain deeper insights into the automotive market. We also help millions of people achieve their financial goals and save time and money. We operate in a wide range of industries, including financial services, healthcare, automotive, agricultural finance, and insurance.

We invest in talented people and cutting-edge technology to maximize the power of data and drive innovation. We are a FTSE 100 index constituent company listed on the London Stock Exchange (ticker symbol: EXPN) and have 25,200 employees in 33 countries. Our headquarters are in Dublin, Ireland. For more details, please visit experianplc.com.

MBK Digital Inc.