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BizReport : Advertising archives : January 11, 2010

ImpactRadius offers multi-channel performance ad platform

A new advertising platform launches today with the promise of giving marketers a multi-channel approach to performance advertising. ImpactRadius gives marketers and media partners - for example a publisher and a display advertisers - the ability to connect directly with one another to plan a campaign.

by Kristina Knight

impactradius.jpgPerformance marketing, sometimes referred to as affiliate marketing, works better for many brands and publishers because it works on a cost per action/cost per sale basis. Rather than paying for traffic which lands on-site but may or may not be engaged to convert, marketers and publishers pay on the action of the consumer who lands on-site. This means traffic converts rather than lands and leaves, which shares to risk between the publisher and advertiser rather than the publisher or advertiser taking the full risk.

The ImpactRadius platform is different because it opens communications and contacts between advertisers and publishers rather than keeping those contact details private. The company is being launched by ad vets Wade Crang, Todd Crawford, Lisa Riolo and Roger Kjensrud and Per Pettersen; all were formerly with affiliate marketing company Commission Junction.

"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.:

The platform allows marketers to:

• Identify and contact potential media partners
• Larger distribution net with higher revenue potential
• Single account platform with multiple contacts

Tags: affiliate marketing, ImpactRadius, performance based marketing, performance marketing

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