Partnership automation platform Impact has completed the acquisition of Trackonomics Ltd, a supply-side platform (SSP) designed for publishers’ commerce-driven content.
Impact says the acquisition will enhance its Partnership Cloud publisher technology capabilities.
Trackonomics provides full-funnel revenue attribution at the page and the link level, telling publishers exactly how every page is generating income or losing it.
This technology enables publishers to make better and quicker decisions: what to write about and who to partner with across all segments and networks in the industry.
The company has doubled its revenue and client roster in the past 12 months.
“The consumer backlash against disruptive and let’s face it, annoying ads, has led to Google’s upcoming changes to tracking cookies and Apple’s privacy updates, which most would agree is a move in the right direction...unless you ask marketers,” Impact CEO David. A. Yovanno says.
“But content publishers have innovated new commerce-driven content formats that introduce a degree of authenticity that has been missing in traditional advertising. Brands now have opportunities to leverage that consumer trust through partnerships with these content publishers.”
Trackonomics CEO Hanan Maayan says the acquisition will help expand this technology to publishers across the globe.
“Together, we will continue to build game changing products for influencers and commerce-centric publishers, work to reduce deal friction and increase volume and velocity across our industry," Maayan says.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at email@example.com