Impact, the global leader in partnership automation, today announced the acquisition of Affluent, the leading analytics and automation platform designed to help agencies manage partnership programmes for brands at scale.
Impact’s second acquisition of 2021 furthers its investment in the partnership economy, offering technology solutions to brands, publishers, and now agencies in order to help them successfully manage and grow partnerships.
As Google and Apple move to phase out third-party cookies and the IDFA, brands are increasingly turning to partnerships as an alternative to reach consumers in a more authentic and effective way. Impact has built an all-encompassing partnership automation solution for brands and publishers, and in acquiring Affluent it hopes to further expand its Partnership Cloud solution for agencies.
Affluent enables agencies to aggregate affiliate data from multiple networks and platforms, automate and generate custom reporting, and optimise clients’ partnerships with publishers in a single platform. Affluent’s agency clients have grown their client portfolio by 144% on average.
What is the aim of the acquisition?
David A. Yovanno, CEO of Impact said: “Partnerships are surging as an effective way for brands to surpass competitors in terms of growth. But with hundreds of platforms and affiliate networks out there, agencies today require a centralised platform to effectively aggregate and analyse data to optimise the many partnership programmes they manage.
“With the acquisition of Affluent, Impact is committed to providing comprehensive analytics and affiliate management abilities to agencies, brands, and publishers, and to further innovation specifically for agencies.”
Yonatan Dotan, Founder and CEO of Affluent said: “Impact has proven time and again that they are committed to advancing the Partnership Economy by providing brands, publishers, and now, agencies with best in class technology to drive growth.
“We look forward to working together to further advance our technology and enable agencies to easily manage their client portfolios, automate reports and ultimately optimise the performance of those programmes across all partnership types.”
This acquisition marks another step in the Impact’s strategic growth plan, and is a promising sign of the future of partner marketing.