By Shawn Lim-20 January 2021 08:46am Japan is expected to see a rise in mobile innovation in 2021. Marketers in Japan have highlighted cookie deprecation, data privacy legislation, and contextual targeting as their top concerns around digital advertising for 2021. As they come to terms with new data privacy rules, 61% of Japanese marketers feel that third party cookie deprecation remains a top challenge, according to the latest Japan Industry Pulse Report from Integral Ad Science (IAS). “With an unprecedented number of people spending more time at home in 2020, social media and video streaming on mobile emerged as the most popular platforms for consumers in Japan, along with the growth of connected TV globally. During these challenging times, Japanese marketers are also looking for reliable solutions in a post cookie era and shifting attention to contextual targeting,” said Takeshi Yamaguchi, senior executive at IAS, Japan.