Home/ About Us/ History


Rakuten Attribution has a long and colourful history. Over the past 9 years we have gained an enviable reputation in the digital marketing sector having launched many innovative products, expanded overseas, grown a fantastic team and gained some exceptional clients. Scroll down to see our history through the years.


  • Powering Cadence Essential, currently in beta
  • James Collins appointed Managing Director
  • Launched in Australlia, Brazil and Japan


  • Acquired by Rakuten Marketing
  • Launched Universal User for cross-device and O2O tracking


  • Launched Storm Tag Manager
  • Opened US HQ in New York


  • Launched Actionable Insight Events, discussing actions based on data driven insights.
  • Launched Impression Tracking
  • Launched Statistical Attribution


  • Launched stand-alone Storm Container Tag
  • Launched impression tracking
  • Launched attribution chaining
  • Launched research project with University of Sussex
  • Moved to new offices in Frederick House, Brighton


  • Integrated Baidu API
  • Launched Storm Professional
  • Launched Internal Search Tracking
  • Launched Flash Tracking
  • Launched Storm Graduate Programme – investing in digital marketeers of the future
  • Won A4U award for the ‘Best Third Party Technology’



  • Launched Storm for Affiliates, enabling affiliates to track from click through to sale via affiliate networks for the first time
  • Launched Storm Container Tag (Then called Pixel Carrier Pro)]
  • Number of websites using Storm exceeds 1,000


  • Opened European HQ in Frankfurt, Germany


  • Launched Equity Share
  • Launched Storm Reporting


  • Launched Storm Analytics, our integrated campaign analytics tool


  • Integrated Miva, Overture, Google and YSM APIs
  • Launched Storm Optimiser, our first PPC bid management tool


  • DC Storm founded by 3 former AltaVista engineers
  • Launched the first PPC tracking and reporting tool including sale de-duplication and conversion rules

Home/ About Us/ History