Industry Veterans Launch Impact Radius, The First Multi-Channel Performance Advertising Solution

Impact Radius Enables TV, Radio, Print and Online Media Partners and Advertisers Running Performance Advertising to Discover Opportunities, Directly Define Relationships and Connect Profitably

Santa Barbara, CA — January 11, 2010 — Impact Radius ( launched today with its multi-channel performance advertising platform that is the first to connect advertisers and media partners directly for the delivery of performance campaigns across TV, radio, print and online media channels from a single platform. Combining an open, centralized directory with tools and technology, the Impact Radius Platform features online negotiating capabilities, multi-channel distribution of ad creative, and a highly flexible financial accounting system that delivers a new way for media partners and advertisers to discover and develop profitable performance advertising relationships.

With several innovative business launches to their credit, including the Commission Junction network concept, the Impact Radius founding team—Wade Crang, Todd Crawford, Lisa Riolo, and Roger Kjensrud and Per Pettersen of Estalea—envisioned driving exponential growth for the entire performance advertising industry. Together, the veteran performance advertising leaders set out to answer the question: “How do we make a great advertising model even better?” Their answer is Impact Radius.

“As a group, we remain as passionate about performance advertising as we were when we first got into the business more than a decade ago. We think it’s time for the next ‘BIG’ thing in performance advertising,” said Lisa Riolo, co-founder of Impact Radius. “Performance advertising continues to gain momentum, but growth has been limited by out-of-date technology and business practices. With Impact Radius, we give media partners and advertisers direct access to the tools and technology that facilitate profitable relationships.”

The new multi-channel performance advertising platform centers around an open, centralized directory that lists the advertisers, media partners and agencies that are actively engaged in performance advertising, plus offers advanced tools and technology built specifically with advertisers and media partners in mind.

“Traditionally, our industry has accepted a ‘black box’ approach to conducting business, keeping relationships hidden and key information contained. If we want to create more opportunity and do more deals in performance advertising, we need a paradigm shift to this way of thinking,” explains Riolo. “It’s our belief that direct negotiations and open communication accelerate growth. In the development of the Impact Radius Directory and Platform, we followed a ‘clear box’ philosophy and engineered the tools and technology for media partners and advertisers to discover opportunities, directly define their relationships and connect profitably.”

Launching in public BETA, the Impact Radius Platform’s highly scalable and reliable technology infrastructure is built for high volume activity. It allows advertisers and media partners to manage their performance advertising campaigns across all media channels. Starting with an open, centralized directory to discover new partnership opportunities, the platform also features advanced relationship management tools for unlimited tracking capabilities, online negotiations, multi-channel distribution of ad creative, customized reporting and unprecedented payout flexibility. With its launch, the company introduces Radius Pricing, a unique, scalable approach to fees that aligns value and cost across the contributing relationships.

The Impact Radius Platform is also open to agencies and businesses that provide technology solutions or services to media partners and advertisers. From a single login, they have the ability to navigate easily among clients, to manage multiple accounts, view client and agency performance through macro-level reporting, and to promote their services to advertisers and media partners.

“We are creating a new path forward for the performance advertising industry,” said Todd Crawford, co-founder of Impact Radius. “By bringing several much-needed and long-awaited solutions to businesses working with the pay-for-performance model, we are delivering the flexibility and controls of in-house management with the scale and benefits a technology provider can offer. We believe that the tools and technology introduced by Impact Radius will deliver improved functionality to the established players in performance advertising and by bringing superior efficiencies and innovation to developing channels we are poising the industry for exponential growth.”


Media Contact
Paula Cavagnaro
Impact Radius

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