• by Laurie Sullivan  @lauriesullivan, June 29, 2022

Rakuten Advertising, known for its affiliate marketing programs, has partnered with Mavrck to expand investments in influencer marketing.

“Influencers are now a necessary pillar of affiliate marketing, and brands want more insight into how their influencer investments advance their marketing objectives,” says Anthony Capano, managing director, North America at Rakuten Advertising. “This partnership positions us to deliver that, while also giving brands more options for how they manage their influencer partnerships.”

The program, announced Wednesday, will include oversight, optimization and measurement, bringing influencer marketing into Rakuten Advertising’s managed affiliate campaign services. It positions the company to introduce a fully integrated self-service solution.

A central dashboard will offer a complete view of affiliate and influencer campaigns, empowering brands with a holistic vision of their full-funnel affiliate marketing strategy.

The partnership aims to make it easier for brands to manage large, targeted influencer campaigns with Rakuten Advertising through discovery and curation, streamlined onboarding, communication, and reporting tools.

The partnership with Mavrck, per the company, is Rakuten Advertising’s latest and most significant move toward delivering a suite of influencer marketing solutions. '

More than 5,000 marketing professionals at more than 500 global consumer brands rely on Mavrck’s technology to access and manage relationships with content creators.

Since 2014, Mavrck supports more than 3 million creators and paid more than $200 million in incentives.

Mavrck also announced today that it has been named an official TikTok Marketing Partner, directly integrating with the TikTok Creator Marketplace to enable marketers to find and activate TikTok creators, track performance, and integrate them into influencer marketing programs.