Partnership management platform, impact.com has announced the acquisition of Pressboard, the analytics and reporting platform for branded content.
The acquisition will empower publishers to jumpstart and scale their content partnership opportunities, as well as enable more robust partnership opportunities between publishers and brands to drive efficiency, revenue, and further accelerate the growth of the partnership economy.
David A. Yovanno, CEO of impact.com, said: “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.
“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,” he added.
Pressboard provides a comprehensive suite of tools to measure sponsored content, eCommerce, and social media programs. Through powerful integration capabilities, Pressboard provides content creators with granular insights in one single dashboard.
From reporting automation to campaign execution and analysis, Pressboard enables content studios to run more efficiently than ever before to unleash maximum earning potential.
Jerrid Grimm, co-founder of Pressboard, said: “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.”
“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.
Alison Pfaff, president at Hearst StoryStudio, said: “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.”
“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.”
In the fast-evolving advertising industry, publishers are continuously confronted with unique challenges as traditional advertising is in rapid decline and consumers’ use of ad-blockers are on the rise.
This evolution 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.
As the digital landscape evolves, so must publishers’ ability to adapt to the changing behaviours of today’s modern consumers.