デジタル広告市場では、ユーザーのウェブ行動を追跡し、広告を表示するために発行されるサードパーティクッキーの規制に伴い、ファーストパーティークッキーを保持することの重要性が高まっています。「未来購買予測」は、楽天グループのファーストパーティークッキーを使用する「RMP - Unified Ads」と組み合わせることで、精度の高い広告配信を実現します。また、AIが「分析」「スコアリング」「最適な広告配信ユーザーの提案」の一連のプロセスにおいて効率的に学習を繰り返し、段階的に精度を高めながら購買の可能性が高いユーザー層を発見し、効率的に広告配信を行うことを可能にしました。- Share:
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- Rakuten Group Co., Ltd.
Rakuten has started offering the AI solution "Future Purchase Prediction" to predict conversion users for advertising clients.
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Rakuten Group Co., Ltd. (hereinafter "Rakuten") today began offering an AI solution called "Future Purchase Forecast," which analyzes and predicts users with a high potential to convert to purchases or download materials by leveraging Rakuten's rich data and data held by advertisers.
"Future Purchase Forecast" is a solution that predicts conversions by analyzing the gap in characteristics between conversion and non-conversion users based on consumption behavior analysis data such as attribute data and purchase data accumulated through over 70 services operated by Rakuten, and conversion data held by advertisers that cannot be predicted by humans, capturing premonitions of conversions and scoring and predicting consumer demand. By utilizing the operation-type advertising "RMP - Unified Ads" featured on Rakuten Group services' premium slots, it is possible to deliver advertisements to the high-potential conversion targets predicted by "Future Purchase Forecast."
In the digital advertising market, the importance of retaining first-party cookies has increased due to the regulation of third-party cookies issued to track user web behavior for displaying ads. When combined with Rakuten Group's first-party cookies used in "RMP - Unified Ads," "Future Purchase Forecast" enables precise ad delivery. Furthermore, by efficiently repeating the learning process of AI through a series of processes including analysis, scoring, and proposing optimal ad delivery users, it has become possible to discover user segments with high purchase potential while gradually improving accuracy and efficiently delivering ads.
In the future, Rakuten plans to efficiently deliver ads to various user touchpoints within and outside the "Rakuten Ecosystem" by distributing ads to high-quality external media slots beyond Rakuten's framework. Additionally, there are plans to implement predictive functions specialized in fields such as real estate and automobiles by further leveraging AI.
Rakuten will continue to aim to contribute to the realization of sustainable marketing activities for companies by maximizing the utilization of abundant data and AI, and providing various solutions such as "future purchasing predictions".
■ Overview of "Future Purchasing Predictions"
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Start Date: November 7, 2024 (Thursday)
Overview: Rakuten's accumulated consumer behavior analysis data and the conversion data owned by advertisers are analyzed and predicted by AI to predict users with a high likelihood of conversion, an AI solution.
Features:
- Rakuten's accumulated consumer behavior analysis data and advertisers' conversion data are analyzed comprehensively by AI, making it possible to capture precursors of conversions that humans cannot predict.
- By utilizing Rakuten's operation of performance-based advertising "RMP - Unified Ads", it is possible to deliver advertisements to users with a high likelihood of conversion predicted by "Future Purchasing Predictions".
In the series of processes of "analysis", "scoring", and "proposing the optimal proposal for advertising delivery users", AI efficiently repeats learning, gradually improving accuracy, and identifying user groups with a high likelihood of purchase.
The end
*The information contained herein is as of the announcement date and is subject to change without notice. Please note that the latest information may differ.
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