KDDI Introduces Targeting Advertising with its Integrated "au one" Portal Site


Tokyo, Japan, Sept 4, 2007 - (JCN Newswire) - KDDI (TSE: 9433), Japan's only comprehensive communications service provider from fixed to mobile, has announced the fall introduction of an advanced behavioral targeting advertisement system, which analyzes au cellphone users' website logs and visit frequency to provide them with advertisements tailored to their needs, with the new "au one" integrated portal site launching in late September.
Co-developed by mediba and Digital Advertising Consortium (DAC), KDDI will introduce this innovative new advertising method to the mobile handset business for the first time in Japan.
Based on logs of customers visiting specialized mobile websites on "au one," such as automobile, game and music sites, mediba will provide behavioral targeting advertisements to news articles, search result pictures, and other advertising spots. Customers can thus receive information relevant to their interests and needs, while advertisers can reach targeted users more accurately.
The system will initially cover mobile websites on "au one" only, but KDDI and its partners plan to utilize other types of data, excluding personally identifiable information, to provide behavioral targeting advertisement solutions beneficial to both customers and advertisers, including a solution to integrate mobile devices with PCs.
KDDI's "au one" integrated portal for mobile handsets and PCs will combine a portal for Ezweb, an Internet service for au cellular handsets, a portal for DION, an ISP service for PCs, and a portal for DUOGATE, a PC portal designed for mobile users.
About KDDI Corporation
KDDI (TSE: 9433; US: KDDIF) is the only Japanese information and communication company that comprehensively provides all communications service, from fixed to mobile. KDDI is aggressively working towards realization of the coming Ubiquitous Network Society through its ability to develop leading-edge fixed and mobile communications networks and services to support them and through the ability to carry out technical R&D at a level unsurpassed anywhere. The 73 KDDI group companies have more than 8,300 staff and turnover of 3,335 billion yen through March 2007. For more information, please visit
Noriko Seki
Japan Corporate News (JCN),
for KDDI Corporation