Companies Using Yahoo! JAPAN Ads

I came to Yahoo! JAPAN Ads from its sibling page, Yahoo! JAPAN Tag, which turned out to be a tag that outlived its product. This one is alive, but it carries some of the same debris. A domain counts here when a page loads a script from s.yimg.jp/images/listing/tool/, where Yahoo serves its site general tag, or from the older b9x.yahoo.co.jp conversion and retargeting hosts. Our October 2026 crawl finds 26,443 live domains, 5,827 matched to a company, 10th of 82 in Attribution & Conversion Tracking with 0.44%.

One platform since April, two tags

LY Corporation, which runs Yahoo! JAPAN and LINE, merged Yahoo! Ads and LINE Ads into a single product, LINE Yahoo Ads, on 1 April 2026, according to its LY for Business page. Search ads come from the Yahoo side; display ads combine the two. The measurement tags did not merge. Yahoo's ytag.js still loads from s.yimg.jp, and LINE Tag still loads from line-scdn.net. 6,018 domains run both today, which is 54.2% of LINE Tag's 11,104 clean domains and 22.62% of Yahoo's 26,604.

Sales signal: an advertiser with both tags is already a combined LY customer in practice. Agencies selling LINE Yahoo Ads management should start with the 6,018, then pitch LINE to the Yahoo-only sites.

Which tag, and does it still work?

LY stopped supporting the previous conversion and retargeting tags on 29 February 2024 and shut the legacy system down on 28 February 2025. I fetched the old files in October 2026. s_retargeting.js on b92.yahoo.co.jp and cv/conversion.js on s.yimg.jp each return an 11-byte empty function, as does the old conversion_async.js; two other legacy hosts, b90 and b97, return 404. The current tag, ytag.js, was last modified on 11 March 2026. In a browser sample, 55 of 64 pages that fired a Yahoo tag loaded ytag.js, and 9 loaded only dead legacy tags. Philippine Airlines, on our company list, still loads the old conversion script through its tag manager; Sansan's corporate site still calls the old retargeting script.

Sales signal: a site that only loads the legacy tags has been recording no Yahoo conversions since early 2025. That is a concrete audit finding for any agency or analytics consultant working in Japan.

Growth, and what it isn't

The chart reads 19,928 domains in August 2026, 25,721 in September and 26,443 in October. The step between August and September reflects changes on our side, both the domains we cover and the signals we detect the tag with, rather than a surge in adoption: the set of domains we crawl turns over every month, dead sites out and new ones in. Since tracking began on 4 August 2026, 2,041 domains have dropped the tag on at least one hostname, and a re-check found 358 of 2,048 such domains still loading it on another hostname.

"Yahoo! JAPAN Ads is a live product with a long tail of dead tags. Some sites have reported nothing to Yahoo since February 2025, and their tags still load." - Sophie Clarke, Product Marketing Manager at TechnologyChecker.io

Sales signal: read this as a stable base of about 26,000 Japanese-market advertiser sites, not a growth segment.

Accounts, not just domains

The Yahoo tag carries the advertiser's account in its configuration and calls. In our random sample, 45 pages exposed account IDs, 138 different ones, and none turned up on a second domain, so no agency or platform is spreading one account across this list. Two clusters needed care. 392 domains (1.47% of the clean set) show STORES' 404 page, the error page of a Japanese shop builder; on the three I opened, it fired the same retargeting account, so that is STORES' own tag on domains with no live shop. Hilton is the other: doubletree.com and other brand domains forward to hilton.com and fire one Hilton account.

Sales signal: remove the STORES error pages and fold Hilton's brand domains into one row before you size the list. What's left is mostly one advertiser per domain.

Who the advertisers are

Small and mid-sized firms dominate. 27.99% of matched companies with a known size have 51 to 200 staff, 27.32% have 11 to 50 and 21.9% have 1 to 10; 314 have more than 1,000. The 2010s are the largest founding decade (27.5%), but 9.38% predate 1960. The enterprise names are Japanese industry, Honda, Sharp, AGC, NYK Line, Otsuka Pharmaceutical, plus foreign technology firms selling into Japan: Splunk, Datadog, Qualtrics, Jamf, Netskope and Airwallex.

Sales signal: a foreign SaaS company with Yahoo's tag on its site is very likely spending on Japanese go-to-market. That makes these rows a short list for localisation, Japanese events and partner programmes.

Japan first, by design

4,688 of the 5,827 matched companies are Japanese. The United States has 402 and the United Kingdom 82. The industry spread is flat: Retail 6.69%, IT Services 6.55%, Hospitality 5.94%, Wholesale 5.06% and Facilities Services 4.77%. Some foreign companies carry it on one property: Uber on its ride-request site, Micron on its careers site.

Sales signal: the industry spread is too flat to target by vertical. Filter by size and by whether a company is Japanese or foreign instead.

The stack around it

Across the 26,604 clean domains, Google Analytics is on 97.39%. These advertisers buy from many networks at once: 16,600 domains also run Facebook Pixel, 10,479 Google Ads Conversion Tracking and 4,247 TikTok Pixel, and Microsoft Advertising (26.85%) and Twitter Ads (25.16%) are common. The Japanese data firm Intimate Merger is on 11.12%. Consent tools are rare: OneTrust is on 4.01%. And 7.08% still call the Yahoo! JAPAN Tag manager that LY closed in June 2024.

"These sites buy from Google, Meta and Yahoo at the same time. The question for a vendor isn't which network they use, it's who measures across all of them." - Sophie Clarke, Product Marketing Manager at TechnologyChecker.io

Sales signal: multi-network advertisers with almost no consent tooling are a fit for attribution, conversion-API and consent vendors that support Japanese networks.

What it costs

LY for Business lists no minimum spend for LINE Yahoo Ads: advertisers set a budget, pay as ads run and can model costs in a pricing simulator. In October 2026 it was offering first-time advertisers up to 800,000 yen in ad credit. Ads usually start one to three business days after submission.

Key takeaways

1. 26,443 domains in October 2026, 10th of 82 in Attribution & Conversion Tracking.

2. Yahoo! Ads and LINE Ads became LINE Yahoo Ads on 1 April 2026; 6,018 domains run both tags.

3. 9 of 64 sampled pages loaded only legacy tags that have done nothing since February 2025.

4. 4,688 of 5,827 matched companies are Japanese; foreign tech firms are the notable minority.

5. STORES' error pages (392 domains) and Hilton's brand domains are the multi-domain accounts we confirmed.

How to use this list

Drop the STORES 404 domains, merge Hilton's brand sites, then split by ytag.js versus legacy tags. Our guide to technology detection methods explains why a loaded script isn't always a working product. For the full list of 26,443 domains with company, size and stack data, explore TechnologyChecker.io.