Fetchback

Mid-tier retargeting platform acquired by Rakuten in 2014

Fetchback was a digital advertising technology company that specialized in retargeting solutions, enabling advertisers to re-engage users who had previously visited their websites but did not convert. The platform provided tools for creating and managing retargeting campaigns across display advertising networks, helping brands increase conversion rates and ROI through personalized ad experiences. The company operated during the early growth period of programmatic advertising and retargeting technology, offering solutions that allowed marketers to segment audiences and deliver targeted display ads based on user behavior. Fetchback was acquired by Rakuten (then operating as Ebates) in 2014, which integrated its technology into Rakuten's broader digital marketing ecosystem. Following the acquisition, Fetchback's technology and team were absorbed into Rakuten Marketing (now Rakuten Advertising), contributing to the parent company's performance marketing and display advertising capabilities. The Fetchback brand was eventually phased out as Rakuten consolidated its marketing technology offerings under unified branding.