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Digital marketing platform Impact acquires marketing automation platform Mediarails

Digital marketing platform Impact has acquired CRM and marketing automation platform Mediarails.

Impact, which currently has offerings including fraud protection, marketing analytics and performance partnership management, will now be able to add CRM and marketing automation to its capabilities.

Mediarails has been acquired by Impact

This is the first major move for the business since Adam Furness, formerly the APAC boss for RhythmOne, joined the company in January as its managing director.

Max Ciccotosto, CEO of Mediarails, said in a statement: “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.

“Impact is spearheading an entirely new strategic software category providing growth through all forms of marketing partnerships.”

David A. Yovanno, CEO of Impact, added: “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.

“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.”

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