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Rakuten Marketing buys intelligent data analytics platform

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Rakuten Marketing has confirmed it is buying Seattle technology company PopShops, and with it a platform that enables advertisers and publishers to make sure product information is always up to date, boosting the chances of a sale.

The PopShops platform provides online advertisers and publishers with a data analytics engine for intelligent product feeds. It currently enables more than 4,000 advertisers and 25,000 publishers, from coupon sites to loyalty programmes and blogs, to access the most up-to-date product information on millions of products from a single source.

Rakuten Marketing says the acquisition complements its digital marketing services, which include affiliate marketing, retargeting and search marketing.

“Having built a long-standing partnership with PopShops, we were already impressed with the quality of its analytics engine and ability to help drive online sales,” said Yaz Iida, chief executive of Rakuten Marketing.

“Through this acquisition, we’ll continue to outpace the competition and strengthen our assets across all of the vital areas of digital marketing that will benefit from PopShops’ powerful analytics engine.”

Ashish Pandey, senior vice president, business and corporate development at PopShops, which will now be known as Rakuten PopShops, said: “PopShops started with a single focus on being the top product and coupon feed platform and in just a few years we were able to draw the attention of thousands of brand name advertisers and publishers.”

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