Browsi Partners with Intimate Merger to Provide Open Web Ad Intelligence in Japan

Summary Browsi, a leader in competitive intelligence, announced today the full-scale launch of a data partnership with Intimate Merger (HQ: Minato-ku, Tokyo; CEO: Ryoji Yanashima). Through this collaboration, Browsi will utilize Intimate Merger’s cookieless identifier, 'IM-UID,' to track which users interact with which advertiser's ads across Browsi's open web network. This signal enables Japanese advertisers and agencies to leverage cookieless retargeting, audience attribute analysis, and practical data consulting.

Background Ad platforms have become more powerful and integrated. However, as a trade-off, while advertisers can track what happens within their own platforms, they remain blind to the broader market. Competitive budget shifts, audience acquisition trends, and changes in share-of-voice—none of these appear on DSP dashboards.

Browsi addresses this by modeling the entire open web, analyzing 132 billion ads monthly, tracking 61 million brand domains, and processing 2.3 TB of first-party data. Yet, even with open web intelligence, answering the most critical question—who exactly saw my ad?—still requires a local ID infrastructure. In Japan, as third-party cookies are being phased out, this necessitates a truly nationwide cookieless ID system. Intimate Merger's 'IM-UID,' covering approximately 10 billion browsers—or about 90% of Japanese internet users—is exactly that.

Partnership Mechanism This partnership identifies which 'IM-UID' interacts with which advertiser's ads across Browsi's network, creating the first-ever ad impression dataset in the Japanese market. This signal provides three key functions:

- Cookieless Retargeting: 'IM-UIDs' that interact with ads can be used for retargeting without relying on third-party cookies, ensuring audience continuity even as cookie-based foundations decline.

- Audience Attribute Analysis: 'IM-UIDs' are cross-referenced with Intimate Merger's 'IM-DMP,' which includes TV viewership, consumer research, lifestyle, and purchase intent data, to generate factual profiles of actual ad viewers. Demographic composition, behavioral patterns, and content affinity are available at the cohort level, directly informing creative and targeting decisions.

- Data Consulting: Outputs from ad impression analysis are integrated into Intimate Merger's consulting services. Experts assist advertisers and agencies throughout the strategic cycle—from data selection and targeting design to KPI setting, execution, and optimization. This model aligns with Intimate Merger's April 2026 initiative to support in-house ad operations, providing access to enterprise-level external audience data without platform dependency.

Comments Asaf Shamly, Co-founder and CEO of Browsi: "Until now, Japanese advertisers had visibility into their own campaigns but little grasp of market-wide trends. This partnership changes that."

Ryoji Yanashima, CEO of Intimate Merger: "We are delighted to partner with Browsi. Combining our 'IM-UID' with Browsi’s ad analysis data enables the visualization of who interacts with which ads, independent of cookies."