dentsu Runway
Digital Media Procurement Guidelines
November 1, 2025
Objectives
Selection of suppliers by each company engaging in digital media procurement for dentsu Japan is subject to dentsu Japan Procurement Guidelines. However, procurement of digital media involving unusual and/or unique transaction forms or events is also subject to dentsu Japan Digital Media Procurement Guidelines (Attachment).
* The dentsu Japan Digital Media Procurement Guidelines add supplementary provisions to the items outlined in the dentsu Japan Procurement Guidelines.（https://www.d-runway.co.jp/procurement/）
For proper and effective distribution of digital advertising, in principle, dentsu Japan will engage with suppliers that have obtained JICDAQ certification. This certification, granted to digital advertising operators and operators of advertising platforms and media, sets the standards for quality certification of brand safety and anti-IVT measures.
Dialogue with suppliers
We will deepen communication with suppliers through ongoing dialogue, and work to achieve mutual understanding regarding the guidelines and related operations.
Improvement, support, corrective measures
We will monitor our suppliers to ascertain their compliance with the dentsu Japan Digital Media Procurement Guidelines and dentsu Japan Procurement Guidelines. Based on the results, we will confirm the specific state of activities at our suppliers and provide support for corrective and/or improvement measures as necessary. If, even after providing such support, we find that a supplier still fails to comply with our guidelines, we will reconsider continuation of our contract with the supplier.
Dentsu Japan will conduct fair business activities in accordance with the Dentsu Group Code of Conduct, and share these guidelines with its suppliers with a view to achieving sustainable growth.
1. Supplementary provisions for “dentsu Japan Procurement Guidelines 1. Corporate governance”
The Company shall rapidly respond to accidents and emergencies; promptly ensure prevention of recurrence; disclose relevant information; and be fully accountable to stakeholders The Company shall also report the status rapidly and appropriately.
In the case that there is a likelihood of an accident or an emergency occurring, the company shall rapidly report and disclose relevant information at the point at which the likelihood is identified, even if the occurrence is not yet certain. The Company shall promptly ensure prevention of recurrence; disclose relevant information; and be fully accountable to stakeholders
2. Supplementary provisions for “dentsu Japan Procurement Guidelines 5. Fair business practices”
For products and services to be operated internally, a single-person operation system managed by one dedicated person shall be avoided. Instead, an operation system/workflow involving multiple employees and the like shall be established to ensure transparency and prevent fraud and concealment.
For advertisement operation/distribution services using platforms, such services shall be operated fairly, and a framework that prevents data modification or falsification shall be established. In addition, if dentsu Japan requests the following or equivalent measures, such request shall be responded to appropriately.
(Examples)
I. Release of viewing authority for advertisement operation management system
II. Provision of automated reporting dashboard integrated via platform APIs
III. Submission of screenshot of the relevant section of the advertisement management screen
Systematic, human, technical, and physical safety management mechanisms for information security shall be established to prevent the unauthorized possession, use, disclosure, or leakage of confidential and personal information—obtained or learned during the course of business transactions with dentsu Japan, including for layered, multiple, or complex trade flows and transaction structures
In principle, for digital advertisement operations, businesses entrusted by dentsu Japan companies shall not be entrusted to a third party (subcontracting). If subcontracting is necessary, prior written approval shall be obtained from dentsu Japan. Written approval shall include exchange of emails and other electromagnetic methods, and appropriate actions shall be taken in accordance with the instructions from dentsu Japan.
When subcontracting, such third-party subcontractors shall be subject to obligations equivalent to those of the Company, under these guidelines and the provisions of the contracts concerning the relevant business. The Company shall also properly instruct and supervise the subcontractors in fulfilling these obligations and conducting their work, taking full responsibility for all actions of the subcontractors.
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