Global business Rakuten Marketing has acquired feed provider PopShops.

Today, the New York-headquartered company, which is a division of Japanese firm Rakuten, has announced the acquisition of the Seattle-based tech company – for an undisclosed amount.

PopShops, which will now be known as Rakuten PopShops, has a ‘powerful data analytics engine’ that is used by thousands of advertisers and publishers to aggregate and update information on millions of online products from retailers, comparison shopping sites, coupon portals, blogs, and loyalty programmes, and makes them accessible through a single source.

Rakuten Marketing, which operates a variety of online business-focused services; from affiliate marketing, retargeting and display, to search marketing and lead generation, said when consumers are shopping online, any product information that is wrong, such as inventory levels, pricing, special offers and coupons etc, results in lost sales.

By using PopShops, advertisers are able to increase sales by distributing the most current product information to publishers.

Chief executive officer of Rakuten Marketing, Yaz Iida, said: “Having built a long-standing partnership with PopShops, we were already impressed with the quality of its analytics engine and ability to help drive online sales.

“Through this acquisition, we’ll continue to outpace the competition and strengthen our assets across all of the vital areas of digital marketing that will benefit from PopShops’s powerful analytics engine.”

PopShops was founded in 2006 and its feed platform and tools are used by more than 4,000 advertisers and 25,000 publishers.

All Rakuten PopShops employees will remain with the company at its headquarters and will report to Rohinee Mohindroo, president of Rakuten PopShops.