While Rakuten Marketing’s ecommerce parent Rakuten has also acquired numerous companies (including the messaging app Viber for $900 million and the $1 billion it just dropped on retail promo site Ebates), deals within each division occur independently.
Still, data from the ecommerce division occasionally informs marketing services decisions.
For instance, Rakuten’s summer acquisition of pricing data app Slice “provides a really unique dataset that can be layered into Rakuten Marketing’s platform, which gives us a better understanding of consumers,” Zito said. That dataset includes order confirmations and shipping notifications that live in opted-in users’ inboxes, Slice’s CEO Scott Brady told AdExchanger in an earlier interview.
With Ebates, Rakuten gains 2.5 million, logged-in members and a trove of purchase intent data. The company will continue to operate business as usual because it’s a sizeable affiliate channel partner for LinkShare and the majority of advertisers use it as distribution point.
But leveraging the loyalty and intent data isn’t as simple as Rakuten Marketing plugging itself into a feed, Zito pointed out.
“It’s complex because we made three or four acquisitions in the last quarter alone," he said, "and yes, there are conceptually lots of conversations about how to leverage those assets to create a better advertising experience for Rakuten Marketing customers, but there is a lot of work to be done on the integration side because some of those businesses are consumer-facing and some are not.”