Around the Net
Rakuten Marketing Buys DSP Deep Forest Media
- Advertising Age, Friday, March 20, 2015 4 PM
Rakuten Marketing has acquired Deep Forest Media, a demand-side platform (DSP), Advertising Age has reported.
Deep Forest Media “will make use of Rakuten's e-commerce data,” writes Advertising Age. “The data will be used to tie user identity across devices, helping marketers apply the same targeting on mobile and desktop, which is difficult today due to the poor functionality of cookies on mobile devices.”
The article continues: “This marks the first time Rakuten Marketing is using the company's e-commerce data, though it will only utilize its login data, not the more valuable purchase data which can be a proxy for intent.”
