Rakuten Marketing has acquired Nextperf, a leader in retargeting solutions and artificial intelligence, in a bid to re-enforce its display advertising capabilities across Europe.

Headquartered in France, Nextperf provides a scalable platform which allows marketers to manage display budgets alongside analysis of user profiles, purchases and dynamic content creation.

The group boasts a strong presence across the continent with additional offices in Germany, as well as further offices in the United States and the emerging mobile market of Brazil.

While terms of the deal were not disclosed, the acquisition is the latest in a sequence of high-profile purchases, which have seen Rakuten Marketing loosen purse strings to bolster technology in mobile, social and cross-device advertising.


February this year saw Rakuten Marketing merge with product intelligence and programmatic technology specialist Manifest Commerce. Prior to that, a buy-in for Deep Forest brought additional mobile marketing solutions into its tech stack.

The marketing tech firm’s campaign into mergers and acquisitions demonstrates an ongoing drive to diversify and innovate its offerings and become an omnipresent full-suite solution within the performance marketing sector.

The group’s chief executive, Tony Zito, welcomed Nextperf on board as a “strategic addition”, and an “anchor” for the group’s expanding presence in continental Europe.

“Rakuten Marketing highly values technological innovation,” said Zito, adding that the best way the business can optimise performance for its clients is through continuous evaluation of how it can “improve and advance” its offerings.

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