Tokyo – A new joint study by CARTA HOLDINGS, INC., Dentsu, Dentsu Digital and Septeni projects a significant increase in Japan’s internet advertising expenditure, forecasting a total of ¥3.584 trillion (approximately $23.7 billion USD as of March 10, 2026) by 2026. This represents a substantial growth in the digital advertising market, driven by evolving consumer behavior and advancements in marketing technologies.
The collaborative research highlights the increasing importance of digital channels for businesses seeking to reach Japanese consumers. The study points to a shift in marketing strategies, with companies allocating larger portions of their budgets to online advertising, including social media, search engine marketing, and programmatic advertising. This trend is fueled by the ability to precisely target audiences and measure campaign performance, offering a compelling return on investment.
The findings underscore the dynamic nature of Japan’s advertising landscape, where digital marketing is rapidly becoming the dominant force. The partnership between CARTA HOLDINGS, a key player in digital marketing, and industry giants Dentsu and Dentsu Digital, alongside Septeni, demonstrates a commitment to innovation and providing comprehensive solutions for advertisers. This alliance aims to leverage the strengths of each company to deliver more effective and data-driven marketing campaigns.
CARTA HOLDINGS has been undergoing significant changes recently, including a business and capital alliance with NTT DOCOMO, INC. And Dentsu Group, Inc. as reported by DC Advisory. This alliance, finalized in June 2025, saw Dentsu Group convert CARTA HOLDINGS into a joint venture with DOCOMO according to Dentsu Group’s official announcement. DOCOMO likewise launched a tender offer to acquire CARTA HOLDINGS, aiming to make it a wholly-owned subsidiary as detailed by Telecompaper.
Synergies Driving Growth
The joint study emphasizes the potential for synergy between CARTA HOLDINGS’ digital marketing expertise, including diverse media touchpoints and advertising operations, and DOCOMO’s extensive ID-based member data, encompassing both online and offline behavioral patterns. By combining these resources, the companies aim to create new solutions and expand business opportunities throughout Japan. This collaboration is expected to strengthen Dentsu Japan’s overall digital marketing capabilities.
Dentsu’s integrated report from July 2025 reveals that Dentsu held an equity stake of 53.1% in CARTA Holdings as of that date. The strategic move to a joint venture reflects a broader industry trend towards consolidation and collaboration in the rapidly evolving digital marketing sector.
CARTA’s Global Reach and GDC 2026
CARTA ZERO, a division of CARTA HOLDINGS, is actively expanding its international presence. The company announced its participation in the Game Developers Conference (GDC) 2026 in San Francisco this March, signaling a focus on the growing APAC gaming market. As shared on LinkedIn, CARTA ZERO representatives – Kazuki Terui, Kana Igarashi, Haruki Yamashita, Madoka Tanita, and Naoko Toda – will be attending to connect with potential partners and explore opportunities in user acquisition and game marketing.
The projected growth in digital ad spend underscores the importance of understanding the nuances of the Japanese market. CARTA’s presence at GDC 2026 demonstrates a commitment to providing specialized marketing solutions for the gaming industry, a sector experiencing significant growth in the APAC region.
Looking ahead, the continued integration of data-driven insights and innovative marketing strategies will be crucial for success in Japan’s dynamic advertising landscape. The collaboration between CARTA HOLDINGS, Dentsu, and DOCOMO is poised to play a significant role in shaping the future of digital marketing in the country.
What are your thoughts on the future of digital advertising in Japan? Share your insights in the comments below.
