Santa Barbara, CA — January 14, 2010 — Impact Radius (www.impactradius.com), the first multi-channel performance advertising solution, announced that it has closed $6 Million in financing led by Redpoint Ventures (www.redpoint.com). Impact Radius recently launched 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.
Initial funds were allocated to the development and private BETA testing of the Impact Radius Directory and Platform. In addition, funds were leveraged in the recent launch of the company in the United States and the United Kingdom, and will be used to expand its marketing of the performance advertising solution to advertisers, media partners and agencies.
“Impact Radius has built a comprehensive platform for advertisers and media partners to track and manage performance-based advertising campaigns across all channels—online and ‘offline’,” said Redpoint Ventures partner, Greg Martin, who with this investment was named to the Impact Radius board. “With several innovative business launches to their credit the Impact Radius founding team has been at the forefront of the performance advertising industry and is now introducing the next generation performance advertising platform—meeting the needs of advertisers and media partners across all forms of media. This will truly change the business of advertising distribution and enable great new business opportunities.”
Launching its public BETA earlier this week, the Impact Radius Platform’s highly scalable and reliable technology infrastructure is built for high volume activity. With advanced tools and technology, it allows advertisers, media partners and representing agencies to manage their performance advertising campaigns across all media channels.
Starting with an open, centralized directory to discover new partnership opportunities, Impact Radius also features advanced relationship management tools for unlimited tracking capabilities, direct online negotiations, multi-channel distribution of ad creative, customized reporting and unprecedented payout flexibility. The Impact Radius Platform is also open to agencies and businesses that provide technology solutions or services to media partners and advertisers. With its launch, the company introduced Radius Pricing, a unique, scalable approach to fees that aligns value and cost across the contributing relationships.
In developing Impact Radius, the founders, a team of 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.
“We realized the potential for significant growth when analyzing how traditional advertising models would benefit from the tools and technology offered by the Impact Radius Directory and Platform. Impact Radius will essentially enable infinite demand for traditional media inventory which will help evolve the industry into its next phase,” said Per Pettersen, co-founder of Impact Radius. “Redpoint Ventures has partnered in this vision and brings to our business tremendous experience and expertise in advertising, emerging industries and digital media.”
About Impact Radius
Impact Radius links performance advertising to TV, radio, print and online distribution channels—delivering to advertisers and media partners opportunities for growth and profit. By providing the tools and technology to negotiate and manage relationships directly on a single platform, Impact Radius is changing how performance deals are transacted across all media channels. With its “clear box” philosophy, Impact Radius is championing a new direction for performance advertising by increasing transparency in relationships and improving decision-making for media partners, advertisers and agencies. To find the clear path to better performance advertising partnerships or for more information, visit: www.impactradius.com.
About Redpoint Ventures
Redpoint Ventures teams up with exceptional entrepreneurs to help build industry-defining technology companies. Redpoint partners have many decades of experience and success in technology investing; combined with this foundation, the firm is able to leverage a thriving network of entrepreneurs, partners and industry experts to accelerate building market-leading companies. Redpoint’s portfolio includes innovative start-ups like Fortinet, HomeAway, LifeSize, Networks in Motion, Solyndra, 2tor and others. Redpoint partners have also backed industry leading companies such as Ask.com, Concur, Danger, Documentum, Fraud Sciences, GetThere, LoopNet, MarketAxess, MySpace, Netflix, RightMedia and TiVo. The firm is headquartered in Menlo Park, CA with offices in Los Angeles and Shanghai, China. For more information, visit www.redpoint.com.