Final report regarding digital advertising

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Digital advertising, which collects and use a variety of information including personal information provided by consumers, has been a major source of revenue for digital platform operators, and digital platform operators play key roles as platforms linking between media (publishers) and advertisers, ad agencies in digital advertising transactions. On the other hand, media (publishers), which had previously earned revenue from advertising, have been forced to change their earning structure. Therefore the way digital platform operators run their businesses related to digital advertising has been having a major impact on the media businesses. Given these situations, the Japan Fair Trade Commission (JFTC) has decided to conduct a fact-finding survey regarding trade practices on the digital advertising sector in order to promote efforts to prevent violations of the Antimonopoly Act (AMA) and efforts to ensure a fair and free competitive environment by stakeholders in the sector by clarifying the actual status of transactions and the state of competition surrounding digital platform operators in the sector and by presenting the issues and the views as to the AMA and competition policy.