Rakuten buys programmatic mobile marketing company

Rachael Micallef
By Rachael Micallef | 20 March 2015
Image from Deep Forest Media site.

Rakuten Marketing, the global firm which operates in the display, affiliate and attribution e-commerce sphere, has acquired mobile marketing company Deep Forest Media.

Silicon Valley-based Deep Forest Media is a programmatic mobile marketing and demand-side platform (DSP) which Rakuten Australia MD Anthony Capano believes will help the Australian arm of the business address a gap in the local market.

“It's fantastic to welcome another strategic partner to the Rakuten Marketing team,” Capano said.

“Our capabilities in mobile display and retargeting have further advanced and we look forward to partnering our clients with the capabilities offered by Deep Forest.

“There has been a distinct need in the Australian market for cross device mobile capabilities and we look forward to advancing our solutions.”

The acquisition aligns with Rakuten Marketing’s global aim to drive the “omni-experience” by building marketing around the omnichannel customer experience. It says the combination of Deep Forest with its rich consumer data, will increase reach and accuracy for Rakuten customers.

Deep Forest's technology also allows advertisers to personalise mobile campaigns with hyper-local targeting, user segmentation across devices and reach across networks and exchanges including Rubicon Project.

Rakuten Marking president Tony Zito said Deep Forest's complementary systems will offer Rakuten clients a “new level of precision” across the marketing funnel and build a unique understanding of the consumer path to purchase.

“With mobile commerce projected to reach $US298 billion in 2015, we wanted to invest in a company and team that bring strong mobile capabilities to align with our vision,” Zito said.

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

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