Staff Reporters
Feb 5, 2020

Rakuten and Singapore AI company Sqreem to tackle behavioural targeting

TECH BITES: New joint venture, Rakuten Sqreem, aims to use AI-based pattern analysis to target ads in the cookie-less era.

Rakuten retail store in Tokyo (Shutterstock)
Rakuten retail store in Tokyo (Shutterstock)

Singapore-based AI company Sqreem Technologies and Japan's Rakuten have established a joint venture, Rakuten Sqreem, which will provide advertisers in Japan with marketing solutions built around AI-based behavioural pattern analysis.

The venture will use Sqreem's proprietary AI technology to analyse historical sales data from over 100 million Rakuten members in Japan. The system aims to create new value and improve ad performance in the Japan market by providing advertisers with a real-time picture of increasingly complex consumer behaviour thereby improving ad performance and cost efficiencies.

Rakuten Sqreem will be headed by representative director and president Ryugen Shimizu, who is also president of LinkShare Japan, which operates Rakuten Marketing Japan. 


I believe that the marriage of capabilities that Rakuten Sqreem represents will take the Japanese programmatic advertising market to the next level. I hope that we can help the entire digital marketing industry grow even faster.

Ian Chapman-Banks, CEO of Sqreem Technologies:

With Google announcing it would be nixing support of third-party tracking cookies for its Chrome browser, advertisers and their agencies are looking for alternative solutions that allow them to better understand and reach consumers without compromising their privacy. With Sqreem’s cookieless AI tech stack, we are able to automate and achieve precise digital media buying. This enables us to serve both brands and agencies in GDPR-compliant ways that can withstand privacy scrutiny in even the strictest markets.

This article is filed under...
Tech Bites: Brief adtech and martech news items

Have a tech or media tidbit that could be included in this column? Email us at:


Related Articles

Just Published

47 minutes ago

Michael Roth: IPG leads the way on creativity and ...

Michael Roth, chairman and chief executive of Interpublic, on the 'open architecture' approach, sale rumours and why Interpublic is in a stronger position than ever.

58 minutes ago

Philippe Krakowsky to succeed Michael Roth as IPG CEO

Krakowsky will take the helm effective January 1 and Roth will move into the executive chairman role

9 hours ago

The journey from #BoycottTanishq to #LoveTanishq

A closer look at the swings in opinion with regards to the controversial recent Tanishq film, along with added context from the agency that worked on it.

9 hours ago

Employee mental health: Why the industry needs to ...

Organisational leaders in Asia are still doubtful about the tangible returns of investing in employee mental health. A psychologist weighs in.