Which type of publisher business model does Rakuten (https://www.rakuten.com/) primarily fall under?

Rakuten primarily operates as a loyalty publisher. It offers cashback and rewards to consumers for shopping at various retailers through its platform. This model incentivizes repeat purchases and builds customer loyalty by providing tangible benefits for their spending. Coupon publishers focus on providing discount codes. Content publishers create articles, reviews, or guides that include affiliate links. Deal publishers highlight limited-time offers or sales. While Rakuten may incorporate elements of deals or coupons, its core offering revolves around a persistent rewards system, making it a loyalty model.