Santa Barbara-based performance marketing technology company Impact Radius has rebranded to ‘Impact’, reflecting the consolidation of its three solutions Forensiq, Altitude and Radius into one unified platform.

The announcement comes at a “pivotal time” for performance marketing and marketing technology, according to new CMO Scott Brazina, with marketers demanding “simplicity, transparency, performance and confidence” in their investments; a key aspect of the rebrand is Impact becoming “the first native integration of leading solutions to stop ad fraud”, with Forensiq - a fraud detection solution acquired in 2016 – able to identify and cleanse fraud before measurement.

According to the group, Forensiq’s particular focus lies in the fast-growing mobile channel, where it protects against fraud in pre-bid and post-buy, and at all points in the marketing funnel.

This will now be wrapped up alongside Altitude, a system for tracking and processing cross-channel marketing data – which Impact acquired as ClearSaleing and Media Manager in 2015 – and what is now Radius, the company’s core partner management platform which just last week launched Dynamic Payouts enabling partner payment based on specific value driven.

“Impact’s new marketing technology platform is designed to help marketers execute and improve their paid marketing and media strategies through more simplified, scalable, efficient, and effective technology,” said David A. Yovanno, CEO, Impact; “Impact is committed to building disruptive, customer-driven technologies that make marketing easier and more effective, while giving brands the confidence they need to scale their business growth through marketing.”

Investment and acquisitions

Today’s rebrand can be considered a milestone in what’s been several years of ‘hustle’ for the California-based SaaS platform which has been rapidly making waves on its bid to become the industry’s white-label leader in data provision and service.

Following the buyout of eBay Enterprise’s attribution business ClearSaleing in 2015 with intentions to leverage its media attribution and algorithmic tech, Impact received a $30 million haul from equity firm Silversmith Capital Partners in the wake of what, then CEO Per Pettersen called “phenomenal growth”. Setting the cash aside for investment into “people, infrastructure, partnerships and acquisitions”, less than a week later the company bought fraud detection company Forensiq, allowing clients to gain an “unpolluted” view of campaign performance, with fraud costing advertisers $8.2 billion a year in the US alone (IAB, 2016).

A further tactical acquisition came with that of publisher discovery platform 5IQ in Q4 2016, making the acquired company’s bank of 800,000 global publishers available to advertisers in early 2017, providing automated access to a diverse range of affiliates – beyond coupon, deal, loyalty and reward sites – to include content sites, mobile publishers, influencers and bloggers, which up until this point would have been much harder to identify.

Throughout the course of the last few years in development, Impact has remained vocal about alternatives to last click, right up until the beginning of the month, with the concept underpinning the launch of its most recent innovation Dynamic Payouts – a result of advertiser demand to better incentivise high-value, upper-funnel partnerships.

With today’s rebrand representing the total sum of this three-year work in progress, Carlo Savino, executive director, N.A eCommerce of Lenovo – a client long on the books of Impact – said the company was “excited” about the new integrated platform.

“We firmly believe in the company’s vision and integrated solutions strategy and think it will help brands achieve more transparency and trust in their marketing spend.”

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