How can Rakuten Advertising improve its affiliate marketing platform to better support mobile-first publishers?

Introduction

To improve Rakuten Advertising's affiliate marketing platform for mobile-first publishers, we need to address the unique challenges and opportunities presented by the mobile ecosystem. I'll analyze the current state, identify key pain points, and propose targeted solutions to enhance the platform's mobile capabilities.

Step 1

Clarifying Questions (5 mins)

• Looking at the mobile-first focus, I'm thinking about the shift in user behavior. Could you share some data on the percentage of traffic and conversions coming from mobile devices compared to desktop?

Why it matters: Determines the urgency and scale of mobile optimization needed Expected answer: 60-70% of traffic is mobile, but only 40-50% of conversions Impact on approach: Would focus on improving mobile conversion rates

• Considering the affiliate marketing landscape, I'm curious about the types of mobile-first publishers we're targeting. Are we primarily looking at app-based publishers, mobile web, or a mix?

Why it matters: Influences the technical approach and feature prioritization Expected answer: Mix of both, with a growing trend towards app-based publishers Impact on approach: Would need to consider both in-app and mobile web solutions

• Given the competitive nature of affiliate marketing, I'm wondering about our current market position. How does our mobile offering compare to key competitors like Impact or CJ Affiliate?

Why it matters: Helps identify areas for differentiation and improvement Expected answer: Strong overall, but lagging in mobile-specific features Impact on approach: Would focus on innovative mobile features to leapfrog competitors

• Thinking about Rakuten's broader ecosystem, I'm curious how this improvement aligns with other company initiatives. Are there any specific company-wide goals or technologies we should leverage?

Why it matters: Ensures alignment with overall company strategy Expected answer: Aligns with push towards AI-driven personalization and blockchain for transparency Impact on approach: Would incorporate these technologies into proposed solutions