Impact.com acquires Pressboard, providing publishers with a better platform for branded content
Partnership management platform, impact.com – with more than 2,000 brands in its stable – has acquired analytics and reporting platform for branded content, Pressboard.
This acquisition empowers publishers to jumpstart and scale their content partnership opportunities, and enables more robust partnership opportunities between publishers and brands to drive efficiency, revenue, and further accelerate the growth of the partnership economy.
Pressboard will strengthen impact.com’s offer to publishers, and will become available to Australian publishers. It provides publishers, influencers, agencies, and brands with a comprehensive suite of tools to measure their sponsored content, eCommerce, and social media programs.
Impact.com was founded to solve the problem of performance measurement (typically publisher content studios need over 10+ point solutions to effectively run their branded content business.)
In Australia, impact.com already works with leading publishers including News Corp, Pedestrian TV, Yahoo Australia, Are Media and Buzzfeed.
Last July impact.com closed a $150 million round of funding at a $1.5 billion valuation in preparation for an IPO, part of which was ear-marked to enable impact.com to double the number of its employees across APAC in 2022 and launch into India in 2023.
A fast-evolving advertising industry, has led to an approximate $20 billion valuation for the branded content market in 2021, with 88% of publishers driving much of their revenue from this source, second to display advertising.
“Impact.com’s acquisition of Pressboard aligns with our mission to revolutionise and power the partnership economy. To succeed in this highly competitive landscape, publishers, brands, and agencies must be equipped with best-in-class technology to drive profitable revenue,” said David A. Yovanno, CEO of impact.com. “The future of commerce is content-driven, and this acquisition allows for more publishers to meet the demands of today’s digital consumers with authentic experiences that deliver real results.”
From reporting automation to campaign execution and analysis, Pressboard provides content creators with granular insights in one single dashboard.
Pressboard was founded in Vancouver, Canada in 2014 by Jerrid Grimm and Tiam Korki.
“We are thrilled to combine forces with impact.com and continue to build the tools that allow publishers to partner with their advertisers and create powerful and engaging branded content programs for their audiences,” said Jerrid Grimm, co-founder of Pressboard. “Pressboard, combined with impact.com, is uniquely positioned to help our partners capitalise on this enormous market opportunity. Together we will help publishers maximise profitability by generating meaningful connections with consumers.”
With this acquisition, Pressboard joins Trackonomics to create a robust and holistic publisher solution to power and scale their sponsored and commerce content programs.
“At Hearst, and across the publishing industry, branded content is the product that’s the most talked about. We recognised this trend early on and created Hearst StoryStudio, which continues to set new revenue records each year,” said Alison Pfaff, president at Hearst StoryStudio. “This is a smart acquisition by impact.com as publishers will continue to look for opportunities to create authentic content that resonates with consumers and, in turn, move away from more traditional advertising tactics that make consumers turn a blind eye.”
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topics
acquisition
Alison Pfaff
branded content
David A. Yovanno
Hearst StoryStudio
Impact.com
Jerrid Grimm
partnerships
Platform
Pressboard
Trackonomics
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