Impact, a marketing technology company that helps brands grow by optimising their paid marketing and media spend, has announced its acquisition of Mediarails.

Mediarails is a CRM and growth platform that lets performance marketers (including influencer marketers and affiliate managers) discover and recruit new digital media partners, engage existing ones and manage it all automatically.

The deal adds full CRM and marketing automation capabilities to Impact’s service offering for the discovery, recruitment and engagement of new digital marketing partners, which includes influencers.

“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,” said David A. Yovanno, CEO of Impact; “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.”

All in one place

Radius by Impact is a performance partnership management platform that streamlines the process of recruiting, contracting, tracking and paying all your partners in one place. With the addition of Mediarails, the platform supports its growth initiatives by gearing up the performance marketing teams with the automated partner discovery and recruitment workflows they need to become grow their business.

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.

As 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.

“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.”

Robert Glazer, founder and CEO of Acceleration Partners is equally enthusiastic, stating that Impact’s acquisition of Mediarails is a “very exciting development for the industry”.

“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,” he continued.