Helen Roxburgh
Jul 13, 2016

What's driving Japan's growing appetite for smart data

Despite its maturity, Japan lags the US and Europe in its use of data to inform marketing. Yet marketers are demanding more from their investments, and more transparency.

In spite of sizeable shifts in recent years, most acknowledge that the Japanese market still trails peer markets in its use of data to inform marketing activities. Advertising and marketing activities remain largely focused on traditional media and relationships, and the process has been less than transparent.

“Data is hard to come by in Japan,” says Jason Jutla, programmatic lead, APAC, for global digital agency Essence. “First-party data and retargeting are heavily used, as...

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