California-based Impact Radius has announced it is to integrate its product offering – spanning affiliate marketing, fraud detection, and measurement – in a beta test that marks a new direction for the company, one it has marked by rebranding as Impact.
Impact will kick-off a beta test that will see it work with its client roster, which boasts names such as AirBnB, Lenovo and Uber among others, to pilot its new look marketing platform which will provide marketers with a more integrated offering encompassing its previously disparate Altitude, Forensiq, and Radius offerings.
David A Yovanno, Impact, chief executive officer, said the rebrand was a means of underlining its new offering additionally claiming that his outfit was the first one to natively integrate its earlier products in a way that provides unmatched scale.
Additionally, the rebrand, and wide-ranging product offering will help reposition Impact more firmly in the derigueur adtech, or programmatic space, and distance the company from its early days when it was more commonly associated with the affiliate, or partner, marketing space.
“For example, we are the first to be able to identify and cleanse fraud before measurement, and to apply marketing intelligence and algorithmic attribution to inform optimal investments in advertising and commission payments to performance partnerships,” he added.
“This is not just a gradual improvement of Impact Radius, it’s more like an algorithmic jump and the value to the end-customer,” added Impact chief marketing officer, Scott Brazina.
A press release announcing the move contains a quote from Carlo Savino, executive director, North America e-commerce, Lenovo. It reads: “We’re excited about Impact’s new integrated marketing platform and are currently using Radius to grow our global performance partnerships.
"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. We’re also very optimistic that Altitude can improve our marketing ROI and are in the process of evaluating it as key component of our marketing ecosystem.”