Another Attribution Acquisition: Rakuten Marketing Buys DC Storm


ADOTAS — Rakuten Marketing today announced it has acquired the UK-based DC Storm, which provides digital marketers with an omni-channel attribution, measurement and reporting platform, analytics tools, and consulting services. Terms of the deal were not disclosed.

The move marks the third attribution acquisition this month; Google acquired Adometry and AOL bought Convertro during the first week of May. But a Rakuten Marketing spokesperson said the latest deal is different in three ways:

  • No black box algorithms assigning credit for sales; full transparency with DC Storm.
  • Comprehensive view into every channel, regardless of whose technology is behind it so advertisers can see where they should spend their money.
  • Users can add more marketing channels without relying on IT.

“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 Rakuten Marketing CEO Yaz Iida (pictured) in a press release announcing the acquisition this morning. “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.”

“We started DC Storm in 2004 with a vision of providing an accurate way to measure marketing activity and utilize the insights to optimize performance,” added DC Storm CEO Seth Richardson. “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. This approach has enabled us to realize tremendous growth and align with innovative partners including Rakuten. Today we not only celebrate joining the Rakuten Marketing family, and the exciting opportunities this brings for our clients, but also the fact that it reaffirms Brighton’s status as a world-class hub for digital marketing.”

DC Storm based in Brighton, UK with offices in New York and Germany All DC Storm employees in the UK, US and Germany will stay with the company and its headquarters will remain in Brighton, according to the press release.


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