Rakuten acquires Deep Forest to bolster mobile marketing

Omni-channel marketing vendor says the new mobile performance capabilities will allow brands to build better customer journeys

Rakuten Marketing has acquired mobile marketing company, Deep Forest Media, and its demand-side platform in a bid to propel its omni-channel capabilities.

Rakuten said the combination of Deep Forest’s cross-device algorithm and its own consumer data will help brands improve their mobile advertising reach and accuracy. The Deep Forest technology allows advertisers to personalise mobile campaigns with hyper-local targeting, user segmentation across multiple devices and creative optimisation, and has a broad reach across leading networks and ad exchanges.

“Rakuten Marketing has a bold, customer-centric vision for the future of omni-channel marketing and we could not have found a better home for our team and technology,” Deep Forest founder and CEO, Naghi Prasad, said. “With the synergies between our technologies and Rakuten data, we are poised to have the kind of impact on the market that will change the way we think about the consumer journey and how to optimise it.”

Rakuten will now integrate its consumer data with Deep Forest’s probabilistic cross-device algorithm. Through this method, the company claims it increases the precision for performance and optimisation across the marketing funnel, leveraging the consumer path to purchase across channels and devices.

With mobile commerce projected to reach $298 billion in 2015, Rakuten Marketing president, Tony Zito, said the company wanted to invest in bringing strong mobile capabilities into the mix.

“A critical part of that is integrating cross-device engagement and conversion data into our proprietary attribution solutions to reinforce and expand our commitment to performance and transparency,” he said.

Rakuten Marketing MD, Anthony Capano, told CMO the acquisition improves its ability to understand the entire customer journey. This is particularly pressing as mobile continues to increase its market penetration both in terms of usage and influence on customer conversion, he said.

“Deep Forest joining our family enables us to provide mobile and cross-device capabilities, which are becoming more and more prevalent in this market and globally,” he said. "We see this as advancing our suite of products, certainly from a mobile perspective, and enabling our clients to see the overall customer journey.”

Capano said one of industries Rakuten has seen the most obvious advancements around mobile targeting is retail, especially those with a brick-and-mortar presence.

“Through Deep Forest, we can deliver hyper-local targeting around their stores,” he said. “But with the ability to create dynamic ads, it really is appealing to all industry categories.”

In terms of complexity and challenges, Capano said the tech integration was largely straightforward and pointed out Deep Forest already taps into very large advertising networks.

“It will also give us a new level of transparency in terms of which sources are performing better for clients,” he added. “That’s really a theme of ours - to ensure all of our clients have complete transparency in their customer journey."

Rakuten Marketing is the omni-channel division of Rakuten focusing on the performance marketing realm, affiliate marketing, display and re-targeting.

The company rolled out its multi-channel attribution solution following the acquisition of DC Storm last September, and also launched beta trials of its omni-experience attribution tool, Cadence Essential, in February.

Rakuten also acquired instant messenger app, Viber, for US$900m last year.

CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

The blogs are really appreciable and one can trust the knowledge and information provided in the writing.The article you do produce on a ...

Prince Arora

5 brand strategy lessons from Gelato Messina

Read more

Thanks for sharing! Meet the Softcrylic team at Adobe Summit 2019. This team works with a broad range of clients helping solve complex bu...

Anderw Hagel

What Richard Branson has to say about experience delivery, leadership and disruption

Read more

Latest Podcast

More podcasts

Sign in