Performance partnership company Impact.com has acquired Pressboard, an analytics and reporting platform for branded content. The deal aims at providing publishers with new integrated tools to improve content partnerships and boost revenue.
With Pressboard, publishers and content creators can view insights on a single dashboard and use analytics to measure sponsored content, e-commerce and social media campaigns.
The Pressboard platform joins Impact.com’s Trackonomics publishing solution to create a more holistic offering for publishers.
Publishers who work with Pressboard include NBCUniversal, Hearst, DotDash and Bustle Media Group.
Why we care. Impact.com boasts more than 2,000 brand partnerships for such global enterprises as Walmart, Lenovo, Shopify and Fanatics. They provide key metrics and insights for brand partnerships outside the advertising ecosphere.
On the publishers’ side, in an increasingly competitive environment where every ad dollar is highly contested, publishers are looking for additional revenue streams. Branded content and other out-of-box marketing opportunities offer more ways for brands and publishers to work together, but these efforts need to prove their worth with accurate measurement tools.
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