Affiliate Marketing Shakeup: Rakuten & Impact Merger Insights for Agencies & Brands

Dustin Howes and co-host Cristen Evans discuss Rakuten joining forces with Impact and the resulting migration of Rakuten merchants to Impact, calling it a major industry consolidation with an aggressive, wave-based timeline complicated by contracts and unresolved pricing details. 

They explore what this means for agencies and consultants, including fears that Impact’s referrals to agency partners could shrink and concerns about conflicts of interest as Rakuten’s managed-services arm gets “first crack” at accounts and may try to poach agency-of-record relationships. They note potential operational hiccups seen in past consolidations , possible publisher friction with Impact, and opportunities for agencies to support large-scale migrations. 

They also preview “Alfie Bridge,” a planned migration tool to help brands and agencies automate partner transitions.

00:00 Agency Migration Opportunity
00:35 Welcome and Introductions
00:53 Disneyland Week Recap
01:48 Rakuten and Impact News
04:21 Agency Referral Concerns
07:38 Platform Shift and AOR Risks
11:05 Poaching and Ethics Talk
13:29 Pricing and Migration Waves
15:33 Alfie Bridge Migration Tool
19:08 Events and Closing Thoughts

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