Yahoo! JAPAN and BrightTag Expand Their Strategic Partnership

February 21, 2013

BrightTag becomes the exclusive tag management and data integration platform provider for Yahoo! JAPAN and its thousands of clients

CHICAGO – February 21, 2013 – BrightTag, a technology platform provider for the digital marketing industry, today announced that Yahoo! JAPAN, the Japan market leader with 83.9%* reach of Japan’s online audience, has expanded its relationship with BrightTag. Under the terms of the new long-term agreement, Yahoo! JAPAN will be the exclusive Japan market distributor of the BrightTag ONE™ platform.

BrightTag was recently selected to be the Universal Tag Platform for Yahoo! JAPAN powering the delivery of Yahoo! JAPAN’s full suite of remarketing and media services. Through the expanded partnership, Yahoo! JAPAN’s dominant market position, along with BrightTag’s patent-pending Server-Direct technology, will create a new standard for data collection and distribution across the entire Japan online media market, which is projected by eMarketer.com/comScoreDataMine.com to grow to $8.91 billion (¥835 billion) this year making Japan the second largest online media market in the world behind the US and ahead of the UK, Germany, and China.

“Managing tag code and the data associated with tags has become dramatically more complex for ourselves and our clients in recent years,” said Masatsugu Shidachi, Corporate Officer, Head of Marketing Solutions Company, Yahoo! JAPAN. “BrightTag’s versatile technology solves a wide range of integration challenges for both Yahoo! JAPAN and our clients, helping to position us for faster growth and more rapid innovation.”

Shidachi continued, “The BrightTag ONE platform is more than just a tag management system. It leverages data instantly and effectively through the cloud and provides all parties with a unified data integration layer making the linkage easy and seamless between website owners, publishers, and the growing number of digital marketing services available in the Japan market.”

Yahoo! JAPAN will offer their new Tag Manager, powered by BrightTag, to its direct, agency and medium-sized business clients. The platform will be fully supported in the Japan market with integration, support and advanced implementation and consulting services provided by a growing network of certified professional service partners.

“The market validation we are seeing further strengthens our presence in Japan, which reinforces our leadership position globally,” said Marc Kiven, Founder and Chief Revenue Officer at BrightTag. “We are honored to be working with Yahoo! JAPAN because they have recognized how to quickly jump past the pitfalls of the U.S. tag management market by taking a visionary approach to connecting data through a new standard, BrightTag’s Server-Direct technology.”

*Source: Nielsen audience measurement of home and workplace PC-based Internet usage

Download a version of Yahoo! JAPAN’s press release (in Japanese).