Rakuten Launches AI Solution to Predict Consumer Conversion Behavior

Tokyo, Japan - Rakuten Group Inc (4755.T) launched an artificial intelligence solution on Thursday that predicts consumer conversion patterns, aiming to strengthen its advertising technology portfolio.

The new service, "Future Purchase Prediction," analyzes consumer behavior data from Rakuten's more than 70 services combined with advertisers' conversion data to identify potential customer actions.

The technology integrates with Rakuten's "RMP—Unified Ads" programmatic advertising platform, allowing advertisers to target users with high conversion probabilities across the company's premium advertising inventory.

The launch comes as digital advertisers face increasing restrictions on third-party cookies, making first-party data more valuable for targeted advertising. 

Rakuten's solution leverages its proprietary first-party cookies to maintain targeting accuracy.

The AI system employs machine learning to continuously improve its prediction accuracy through three key processes: data analysis, user scoring, and ad delivery optimization.

Rakuten said it plans to expand the service beyond its ecosystem by enabling ad delivery to external premium media platforms. 

The company also intends to develop industry-specific prediction capabilities for the real estate and automotive sectors.

Key factors:

• Service utilizes data from over 70 Rakuten services
• Integrates with existing RMP - Unified Ads platform
• Uses first-party cookies amid third-party cookie restrictions
• Features continuous AI learning capabilities
• Plans expansion to external media platforms
• Targets industry-specific applications