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Creating buzz: Electricity use analyzed for tailored ads in Japan

Utilities seek to turn customer data into gold under new privacy rules

Tepco has roughly 3 million customers in Tokyo's 23 central wards. Smart meters enable electricity use to be tracked in 30-minute increments.   © Reuters

TOKYO -- Ad agency Hakuhodo DY Holdings will partner with Tokyo Electric Power Co. Holdings and others to launch Japan's first online advertising service driven by electricity consumption trends, getting a head start in the field before Japan eases restrictions on such data in April 2022.

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