Impact Launches Integrated MarTech Platform

Marketing intelligence and analytics provider Impact Radius - now to be known simply as Impact - has launched an integrated marketing technology platform, combining fraud detection and prevention with media measurement, attribution and mix optimisation.

Impact's marketing platform measures, manages and optimises brands' paid marketing and media investments, and its products promise a single view into the consumer journey, across all devices and channels. Last year, the firm acquired Forensiq, which claims to spot and remove ad fraud through the entire marketing funnel, leaving only viewable impressions served to real humans. The new platform has been developed to simplify and optimise paid marketing and media strategies. As part of the rebrand, the company has integrated its three solutions: Forensiq, cross-channel marketing data specialist Altitude and cross-channel and cross-device journey reporting business Radius into one natively integrated marketing platform.

CEO David Yovanno (pictured) comments: 'Impact is proud to be first-to-market with a natively integrated core marketing suite of this kind. 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'.

Web site: www.impact.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.