Scale Digital, an affiliate agency founded by former Webgains’ employees Ben Cole and Stephen Kerin, has signed a three-year deal with Impact Radius to be its “performance marketing expert partner”.

That means it will use tech from US-based Impact Radius to underpin its performance marketing tracking requirements in its home UK market, according to the announcement, allowing clients to scale their service up or down depending on their resource and surges in demand and seasonality.

The partnership will allow Scale to build the number of brands using the Impact Radius platform, having run activity with advertisers such as Nike, Sainsbury’s, American Express, Carphone Warehouse and

Impact Radius’ VP EMEA, Mark Wrighton, believes Scale Digital is “the best in the market” when it comes to service, expertise and performance marketing knowledge.

“This deal will allow the team at Impact Radius to focus on continuing to build and enhance the technology platform that places affiliate marketing in the cross-channel environment,” he commented.

With the help of Impact Radius’ platform, Scale Digital also hopes to provide its customers with a “balanced view” across channels. For advertisers, the combination of features from both companies will help aid in automating low-value workflow and administration.

“Our aim is to allow advertisers to spend more time working on what really matters – creative marketing activity and partner engagement, whilst we manage their performance marketing activity,” commented Cole.

“Impact Radius is a market leader in performance marketing technology and we are excited to be partnering with them to deliver the best performance marketing solution for brands and agencies.”