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Rakuten Recipe launches data platform for food marketing

Recipe website Rakuten Recipe, a joint venture of Japanese e-commerce company Rakuten Inc. and Hakuhodo DY Holdings Inc.-owned Hakuhodo DY Media Partners Inc., launched a new data management platform called TastechEngine that predicts consumers' real-time dietary habits and food choices.

The company plans to use the data gathered by TastechEngine to help its clients in the food business come up with more accurate marketing and advertising activities, according to a March 9 release.

TastechEngine uses data from Hakuhodo's Sei-katsu-sha platform, which combines technologies with proprietary consumer data gathered by Hakuhodo, as well as data from media consumption and purchasing behavior patterns, content usage and preference.