Rakuten Marketing Acquires Attribution Firm DC Storm

rakuten marketingToday, Rakuten Marketing announced it has acquired UK-based marketing attribution firm DC Storm. DC Storm brings an attribution, measurement and reporting platform and analytics tools to Rakuten’s cadre of digital advertising services.

Attribution technology is designed to help marketers understand what how particular ad formats and channels contribute to sales. Attribution platforms typically allow marketing teams to change the mix of marketing channels they track without having to rely on developer and IT resources. DC Storm was founded in 2004 “Instead of relying on black box algorithms or machine learning, we combined deep analytics and expertise to present data in meaningful ways that clients can easily understand,” said Seth Richardson, CEO of DC Storm.

“As one of the pioneers in attribution, analytics and tag management, DC Storm directly addresses the number one issue facing today’s digital marketers – transparency and independent analysis of campaign performance,” said Yaz Iida, Rakuten Marketing CEO in the announcement. “DC Storm’s technology and expertise provide the clarity needed by CMOs to make the most effective and most profitable decisions. This acquisition fulfills our promise to bring empowerment to the digital marketing environment through increased transparency.”

The deal marks the third for an attribution firm in a matter of weeks. Google acquired attribution technology provider Adometry which will be integrated with Google Analytics Premium. AOL scooped up attribution modeling company Convertro to power its platforms such as Adap.tv.

The service will now operate as Rakuten DC Storm. Employees will stay with the company and it will continue to be headquartered in Brighton. Terms of the deal were not disclosed.

Also under the New York City-headquartered Rakuten Marketing umbrella are performance marketing network, LinkShare, ad retargeting firm MediaForge, Rakuten Search a search engine marketing company, and product feed aggregator PopShops.

Related Topics: Analytics | Channel: Analytics


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!