In a business effort costing $1 million, US firm Cake, which lets advertisers track, analyse and optimise their online campaigns, has scooped more than 100 clients following the demise of DirectTrack.

Ahead of the closure of the ‘feature-rich affiliate marketing software and tracking platform’, Direct Response Technologies (DRT), developers of the DirectTrack platform and a business of Digital River, made sure plenty of work was done to ensure customers were smoothly integrated to the Cake platform.

There is no doubt that lessons have been learnt since Google Affiliate Network abruptly ended earlier this year, leaving many clients not only in the dark, but marooned – sparking a frenzy among networks and direct technology platforms.

In its quest to ensure the perfect migration, Cake has invested $1 million to help with the transition. While not all clients ‘have to’ move on to the Cake platform, it is thought most will, due to the efforts put into the migration tools.

Working with DRT, Cake is already in the process of migrating, what is thought to be ‘more than 100’ clients.

While Cake chose not to name any of the businesses making the move, DirectTrack features clients on its site such as German video game developer, Bigpoint; New York-based Direct Agents; bingo business GameVillage, and dating site Cupid Media.

Cake’s vice president of sales and business development, Mitch Gordon, told PerformanceIN that both companies had been working closely to ensure minimal disruption and that Digital River was committed to ensuring an easy transition.

“We are extremely excited about the migration plan we have developed for all DirectTrack customers to make the seamless transition to Cake,” Gordon said.

“This strategic partnership solidifies Cake’s position as industry leaders in the performance marketing space, and our commitment to providing our customers and potential customers with the advanced tools and technology to help grow their business on a global scale.”

Digital River’s senior vice president and CMO, Scott Heimes, said the move now enables it to narrow its focus on providing commerce, payments and marketing services to digital products companies and branded manufacturers around the world.

He said: “We intend to continue to offer managed performance marketing services through our marketForce digital marketing agency and oneNetworkDirect affiliate network.”

Cake, which is headed up by founder Jeff McCollum, appears to be going from strength to strength since launching in 2007.

The California-headquartered business now has offices in New York and London and earlier this year integrated with Tipalti, the online automated global mass payment platform.

PI contacted NASDAQ-listed global e-commerce company, Digital River, to find out more about why exactly DirectTrack decide to close, but the company did not get back to us before publication.