ArrowArtboardCreated with Sketch.Title ChevronTitle ChevronIcon FacebookIcon LinkedinIcon Mail ContactPath LayerIcon MailPositive ArrowIcon Print

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%.

Sponsored Content

About Sponsored Content This content was commissioned by Nikkei's Global Business Bureau.

Discover the all new Nikkei Asia app

  • Take your reading anywhere with offline reading functions
  • Never miss a story with breaking news alerts
  • Customize your reading experience

Nikkei Asian Review, now known as Nikkei Asia, will be the voice of the Asian Century.

Celebrate our next chapter
Free access for everyone - Sep. 30

Find out more