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Technology

No more cookies: Japan sours on online tracking ads

Sapporo slashes budget while Panasonic explores alternative digital marketing

An advertisement for Sapporo Breweries in the Japanese city of Chitose. Digital ads have sparked extensive debate about data privacy.   © Reuters

TOKYO -- Big Japanese companies including Sapporo Breweries and Panasonic have begun to shift away from advertising based on online users' habits as governments and tech giants take new steps to ease rising privacy concerns.

Sapporo, which spends roughly 19 billion yen ($172.75 million) on advertising and promotions, has slashed its budget for targeted ads by about 70%. They now account for less than 10% of Sapporo's online ads, down from around 30%.

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