Rakuten Advertising, a leading global affiliate marketing network, has introduced its Innovation Labs, a new initiative aimed at enhancing the integration of artificial intelligence (AI) in affiliate marketing. Launched on January 12, 2026, in San Mateo, California, this collaborative hub is designed to improve ad spend efficiency for advertisers and publishers within Rakuten’s extensive affiliate network.
Innovation Labs is now accessible through Rakuten Advertising’s Insights & Analytics portal. It provides a dedicated space for advertisers and publishers to explore and collaborate on advanced AI capabilities that can significantly impact their businesses. The initiative is part of Rakuten Advertising’s broader strategy to utilize AI technology to drive operational efficiency and enhance customer engagement.
“This initiative is a critical step in how Rakuten Advertising contributes to the broader Rakuten Group’s ‘Triple 20’ commitment to using AI to drive 20% greater efficiency for our employees, our internal teams, and most importantly, our clients,” stated Nick Stamos, CEO of Rakuten Advertising. He emphasized that Innovation Labs aims to accelerate the build–measure–learn cycle involved in AI transformation, ultimately fast-tracking investment in features that can improve outcomes for both advertisers and publisher partners.
At its launch, Innovation Labs introduced AI Recommendations tailored for both advertisers and publishers. For advertisers, the AI Recommendations tool analyzes multidimensional advertiser attributes to identify potential publishers. This includes assessing profiles and product characteristics to discover publishers who have successfully executed similar campaigns, as well as uncovering new publisher categories that could enhance growth.
For publishers, the AI-driven Product Recommendations feature streamlines research efforts, allowing them to quickly identify emerging trends from both partnered and non-partnered advertisers. This tool curates relevant options for specific audiences, utilizing brand and category filters to refine selections.
The Data Science team at Rakuten Advertising will conduct ongoing experiments within Innovation Labs. This initiative will be guided by client and partner feedback, creating a continuous research and development environment that regularly incorporates new features and updates.
“This will be a space where advertisers and publishers can experiment, collaborate, and scale new use cases with AI to deliver greater efficiency for everyone and accelerate the industry’s growth,” commented Adam Rostan, Chief Product Officer at Rakuten Advertising.
Rakuten Advertising has long been recognized for its performance-driven, brand-focused, and people-centered advertising solutions. The company’s offerings help brands connect with engaged audiences throughout their customer journeys, from first impressions to final sales. Backed by advanced technology and a robust partner network, Rakuten Advertising leverages data and experience to develop effective strategies that drive engagement and loyalty.
As part of the Rakuten Group, Inc. (4755: TOKYO), Rakuten Advertising continues to lead in the affiliate marketing industry. The company operates from its headquarters in San Mateo, California, with a global presence that extends across EMEA, APAC, LATAM, and North America. For more information, visit RakutenAdvertising.com.
