Yahoo! JAPAN and AdTruth Announce Strategic Partnership
AdTruth's Leading Technology to Provide Increased Audience Recognition for Japan's Premium Publisher

SAN JOSE, CA -- (Marketwire) -- 02/06/13 -- AdTruth, the global leader in device recognition to improve digital advertising, today announced a partnership with Yahoo! JAPAN, Japan's leading premium digital publisher. This strategic alliance will dramatically enhance Yahoo! JAPAN's audience recognition capabilities, allowing it to more accurately define and describe its audiences, leading to higher eCPMs and improved ROI for advertisers. Following the recent opening of a Tokyo office, the partnership further strengthens AdTruth's presence in the Japanese market.

Digital audience recognition has become increasingly challenging in recent years with the rise of mobile devices and the steep decline in cookie effectiveness. As a result, just in the last 2 years Yahoo! JAPAN's audience recognition challenge has grown exponentially and will continue to do so as new devices emerge. The implementation of AdTruth's device recognition technology will help Yahoo! JAPAN continue to provide industry leading advertising experiences for consumers that lead to optimal ROI for advertisers. In addition, AdTruth's device-agnostic technology also gives Yahoo! JAPAN a universal approach to recognition that will link Japan's leading premium publisher to the emerging mobile advertising ecosystem.

"We are committed to partnering with the most innovative technology providers to continually improve both performance for our advertisers and the experience for our audiences," said Masatsugu Shidachi, Corporate Officer, Head of Marketing Solutions Company at Yahoo! JAPAN. "AdTruth provides exceptional user recognition for all device types and we are thrilled to implement its solution. We appreciate the fact that AdTruth is a neutral third-party that provides the functionality we need without compromising performance."

AdTruth's device recognition technology fills the gap where cookies do not perform, resulting in a more intelligent online experience for both the digital consumer and marketer. AdTruth's solution is privacy compliant, collects no personally-identifiable information (PII) and leaves no intrusive device-side identifiers.

"Our partnership with Yahoo! JAPAN validates the industry need and desire for an audience recognition solution that works across devices and platforms to deliver exceptional performance," said James Lamberti, general manager of AdTruth. "We are thrilled to bring this capability to the expanding Japanese market through the nation's largest premium digital media channel."

About Yahoo! JAPAN
Yahoo! JAPAN is a leading Internet brand and one of the most trafficked Internet destinations in Japan. Yahoo! JAPAN seeks to provide online products and services essential to users' lives, and offers a full range of tools and marketing solutions for businesses to connect with Internet users in Japan. Yahoo! JAPAN is headquartered in Tokyo, Japan.

About AdTruth, a division of 41st Parameter
In a world where people are increasingly reliant on a variety of Internet-connected devices for everything from banking to shopping to entertainment and media, creating relevant customer experiences and preventing online fraud are constant and complex business challenges. 41st Parameter, the global leader in device recognition and intelligence, combines its patented technologies and years of expertise to identify devices without cookies, without compromising privacy and without impacting performance.

AdTruth, the company's digital media division, gives marketers a new and better way to recognize and reach their most valuable audiences across all types of devices. These privacy compliant solutions help keep the Internet more secure and relevant for everyone. To learn more about digital media solutions from AdTruth visit www.AdTruth.com.

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