Macromill Group


Press Release

Macromill launches a tagless ad effectiveness measurement solution on Amazon Ads

Tokyo, May 12, 2022 - Macromill, Inc. (Headquarters: Minato-ku, Tokyo, Representative Executive Officer and Global CEO: Toru Sasaki; hereinafter, “Macromill”) has launched a tagless ad effectiveness measurement solution on Amazon Ads.

■ Background of a tagless solution on Amazon Ads

As digitalization accelerates, spending on digital advertising is continuing to rise not only in Japan, but globally. Meanwhile, it is expected that using a tag for ad effectiveness measurement and analytics - as well as third-party Cookies - will become increasingly difficult going forward. As a result, client companies are gearing up efforts to explore new ways to achieve more effective and durable marketing.

Against this backdrop, Macromill has launched an ad effectiveness measurement solution that enables a tagless measurement available on Amazon Ads.

This solution enables two of the Amazon Ads products available in Japan, Amazon DSP (browser and application)*1 and Fire TV advertising*2, to use tagless measurement, a new way to measure ad effectiveness. With this measurement method as a starting point, Macromill will continue to explore and develop new measurement methods that are aligned with the needs of the day.

*1   A service that enables advertisers to distribute display and video advertising within and outside Amazon websites.

*2   A streaming media player. A service that enables users to watch streamed advertisement contents on Fire TV interface.

■ Overview of the solution

Among various Amazon Ads products offered in Japan, Amazon DSP (browser and application) and Fire TV advertising are subject to the tagless measurement solution that is made available this time. Unlike conventional methods that typically use tags for measurement, the newly launched measurement method is made possible through server-side collaboration between Amazon Ads and Macromill. It also enables us to verify the brand-lifting effects of Amazon DSP and the Fire TV advertising as we can conduct a questionnaire survey after determining the reach of such advertising to the members of our survey panel.

Macromill will continue to provide services including the measurement of digital ad effectiveness with due consideration to the protection of privacy as appropriate to the needs of the time. We strive to contribute to the development of the advertising industry and the marketing activities of our client companies, aiming to spread innovations across the entire sphere of marketing business.


*   Amazon and Amazon Ads are trademarks of, Inc. or its affiliate companies.

About Macromill, Inc.

Macromill is a rapidly growing global marketing research and digital marketing solutions provider. We bring together the collective power of our specialist companies to provide innovative data and insights that drive clients’ smarter decisions. Macromill’s industry-leading digital research solutions deliver rapid and cost-effective solutions to the challenges businesses face today. Headquartered in Tokyo with 50 offices across the Americas, EMEA and Asia-Pacific, Macromill serves more than 4,000 brands and agencies in more than 90 countries with over 2,400 experts worldwide.

Macromill Group companies include: Macromill, Inc., Dentsu Macromill Insight, Inc., H.M. Marketing Research, Inc., M-Cube, Inc., Macromill Carenet, Inc., Centan Inc., Macromill South East Asia, Inc., Macromill Embrain Co., Ltd., MetrixLab B.V., Oxyme B.V. and Precision Sample, LLC.

For more information, please visit our Macromill Group website

Company Overview of Macromill, Inc.

Business Name:    Macromill, Inc.
Representative:    Toru Sasaki, Representative Executive Officer, Global CEO
Headquarters:    Minato-ku, Tokyo
Established:    January 31, 2000
Main Business:    Marketing research and digital marketing solution


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