Hakuhodo DY Holdings established Ads for Humanity as a wholly owned subsidiary and announced a partnership with Tools for Humanity and LG Electronics to jointly commercialize human-authenticated advertising. At the business launch event, the companies announced the start of distribution through integration with AudienceOne, introduced the new Human Rate metric, and reported on effectiveness verification conducted by Lawson Entertainment.
Hakuhodo DY Holdings established Ads for Humanity as a wholly owned subsidiary and announced that it would pursue the joint commercialization of human-authenticated advertising with Tools for Humanity and LG Electronics. At a business launch event held the same day, the structure of the new business involving the 3 companies was presented.
At the event, the companies outlined plans to begin distributing ads on major platforms through integration with Hakuhodo DY ONE’s consumer data platform, AudienceOne. The results of effectiveness verification conducted by advertiser Lawson Entertainment were presented, along with the new Human Rate metric, which indicates the proportion of users confirmed to be real humans.
The companies explained that Tools for Humanity would be responsible for technology to prove that a person is human, LG Electronics for technology that preserves records of ad delivery in a tamper-proof form, and the Hakuhodo DY Group for connecting consumers, advertisers and media companies.
Nishiyama Yasuo (西山泰央) said that advertising is communication that connects people, and that developing technology to confirm whether the person on the other side of a screen is human in the age of AI is a responsibility. He also referred to the outlook that 100 trillion AI agents will be operating worldwide by 2040.