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Malcolm Cowley

Malcolm Cowley

CEO and co-founder

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Our employees are deeply outraged and saddened by the murder of George Floyd in Minneapolis. This senseless death, along with the deaths of Breonna Taylor, Ahmaud Arbery, and so many others, was rooted in the deep racial biases and inequities ingrained in society, culture and institutions.

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It is with great excitement that today we announce we are launching our new brand name, Partnerize.

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As brands pour more of their advertising budgets into measurable online performance marketing, it becomes increasingly important to understand in detail the influence an ad has on a customer and the ‘value’ of customers each digital marketing partner drives.

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Performance marketing, or what we call Digital Partner Marketing, is where brands pay marketing partners only for measurable results. Traditionally, “partners” referred to affiliates, but today’s digital marketing ecosystem includes a wider range of partners including aggregators, metapartners, media partners, comparison shopping engines, mobile apps and social media.

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What marketers must evaluate to make a decision based on economic impact

The modern marketing department is rapidly shifting from cost to profit center, and marketers are scrambling to understand and use data to optimize outcomes. Performance marketing is fast becoming the priority. In email, search and display channels, the trend has been first to outsource due to the limited availability of specialized knowledge and skill sets. Then as channels mature, skills in the market increase, and technology drives efficiency.

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ABOUT PARTNERIZE

Partnerize is the leader in partnership automation. The AI-powered Partnerize Partnership Automation Platform delivers data-driven intelligence and industry-leading management tools that are essential for materially improving ROI from this fast-growing sales channel. The Partnerize platform has won more than two dozen awards including Best Technology at the International Performance Marketing Awards. The world’s leading companies, including 63 top retailers, 12 international airlines, 10 of the largest telecoms, and more than 200 other global brands rely on Partnerize’s platform to drive and manage more than $6B in partner sales and $500M in partner payments every year.

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