As digital advertising metrics and technology continue to evolve, the distance between advertisers and media platforms has quietly grown wider. Have we lost sight of the true goal — delivering meaningful and comfortable information to people in their daily lives?

In this session, TimeTree, the shared calendar app that connects people's everyday moments, will showcase how collaboration with KDDI and Dentsu has led to new forms of advertising expression.

Through examples such as KDDI's "Loved by People" campaign and Dentsu's pursuit of the "Key Understanding," we explore what true co-creation means when advertisers, agencies, and media speak the same language.

Finally, we look beyond traditional KPIs — introducing perspectives like "Future Behavior Lift" — to envision the next chapter of marketing born from collaboration between advertisers, agencies, and media.