"Rakuten will no longer operate the software and dashboard side of its business, focusing rather on its owned assets, such as Rakuten Rewards, and its agency or managed service business."
"Impact will also refer business to Rakuten, since most of its clients also use agency and creative services that Rakuten can handle."
"For years, he said, affiliate marketing has been 'that awkward kid' within the online advertising world, thus the rebranding from affiliate to the more holistic 'partnership marketing.'"
"Together, they are equipped to compete with major channels like Google, Amazon and Meta when it comes to scale and the ability to convert always-on budgets at a given ROAS."
Rakuten and Impact.com have decided to collaborate instead of compete in the affiliate marketing space. Rakuten will focus on its owned assets and managed services, while transitioning its partnership marketing technology users to Impact's platform. This strategic partnership does not involve any equity changes or mergers. Both companies aim to present a unified value proposition and enhance their competitiveness against major players like Google and Amazon in the evolving marketing landscape.
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