Impact, a natively-integrated suite of products for fraud protection, marketing attribution and analytics, and performance partnership management and optimisation, announced the complete acquisition of Mediarails.
The acquisition adds full CRM and marketing automation capabilities to the Impact service offering for the discovery, recruitment and engagement of new digital marketing partners, including influencers.
“As the market moves toward a business development mindset in all marketing partnerships, it’s critical for marketers to shift focus to the idea that affiliate and influencer relationships are only parts of the massive market opportunity,” said David A. Yovanno, CEO of Impact. “Mediarails is an ideal complement to our Radius offering, enabling the end-to-end workflow necessary for brands to expand their overall partner marketing strategy.”
Radius by Impact, a performance partnership management platform, started by disrupting the traditional network model and generating significant channel savings that can be reinvested for growth initiatives. The addition of Mediarails to the Impact offering supports these growth initiatives by equipping performance marketing teams with the automated partner discovery and recruitment workflows they need to become agents of growth for their business.
“Impact is spearheading an entirely new strategic software category providing growth through all forms of marketing partnerships,” said Max Ciccotosto, CEO of Mediarails. “By joining the ranks of Impact’s well-rounded marketing stack, we look forward to accelerating our ability to build technology that helps marketers efficiently meet and exceed their goals.”
Mediarails leverages automation to treat every partnership with care, no matter the size, allowing brands to engage effectively with even long tail partners. Mediarails’ powerful capabilities enables marketers to discover and recruit new digital media partners and engage existing ones through tools like email automation, personalisation and engagement alerts.
“Impact’s acquisition of Mediarails is a very exciting development for the industry,” said Robert Glazer, founder and CEO of Acceleration Partners. “Identifying, recruiting and managing publishers is essential to growing a Performance Partnership program and the accelerated investment and growth in Mediarails will enable revenue-driving growth for partner marketing programs for years to come.”
Rather than jumping between tools, marketers using open and interoperable partner platforms like Radius in conjunction with Mediarails will benefit from workflows executed or automated, all from a single platform. Additionally, Mediarails also creates rich metadata to evaluate potential partners from available third party sources like Alexa, SimilarWeb and Social Analytics.
As a part of the Impact suite of technology products, Mediarails will continue to be offered as a standalone service, working across the industry to provide partner recruitment and engagement automation.
“We’re really excited to see that Mediarails was acquired by Impact,” said Wade Tonkin, senior affiliate manager at Fanatics. “Mediarails is already best of breed when it comes to CRM in the Performance Marketing industry and it’s been a big part of growing our program in the direction of top-of-funnel content and social media based affiliates who connect directly with sports fans. Mediarails’ tools for Performance Marketing automation including recruiting and optimisation workflows and its arsenal of Publisher Discovery tools are game changers and I can’t wait to see what’s coming up next with the resources and experience of the Impact team behind it.”