Newly Launched Ad Network Impact Radius Lands $6 Million In Funding

For performance marketing, the trend in 2010, is for networks to go multi-channel. Impact Radius, who just officially announced their launch last Monday, is poised to get a jump start on that trend. Touting itself on the argumentative moniker as the “first multi-channel performance advertising solution”, Impact Radius does come out of the gate offering a wide array of solutions to its advertisers and publishers.

Ads can be slotted and tracked on a wide variety of media online; but what is really powerful is their ability to track performance based ads offline in such traditional placements as TV, radio, and print. This ability does provide Impact Radius a first mover market edge over many ad networks for advertisers looking for a single place to help broker and manage integrated multi-channel campaigns.

Started by long time industry veterans Todd Crawford and Lisa Riolo, both have had extensive experience at Commission Junction and in the affiliate industry, the company shows none of the hesitation of a new start-up. This is clear by their move to capitalize on their cutting edge position as  Impact Radius announced today that they have secured $6 million dollars in financing led by Redpoint Ventures. Redpoint Ventures partner, Greg Martin, who with this investment was named to the Impact Radius board said,

“Impact Radius 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.”

Consider the gauntlet thrown. Many networks are piecemealing offline features like pay-per-call. It will be interesting to see how quickly the other ad networks start to role out similar services around television and radio. There is also the question of advertiser education since many companies today have not internally integrated their online and offline initiatives which are often run by completely separate teams with separate budgets.

This will an interesting battle to watch in 2010. Look for our in-depth interview with Lisa Riolo of Impact Radius later this week.

About Angel Djambazov

Born in Bulgaria, Angel Djambazov has spent his professional career in the fields of journalism and online marketing. In his journalistic career he worked as an editor on several newspapers and was the founding Editor-in-Chief of Wyoming Homes and Living Magazine. Later his career path led to online marketing where while working at OnlineShoes he earned the Affiliate Manager of the Year (2006) award at the Affiliate Summit, and In-house Manager of the Year (2006) award by ABestWeb.

For four years Angel served as OPM for Jones Soda for which he won his second Affiliate Manger of the Year (2009) award at Affiliate Summit.

Currently Angel serves as OPM for KEEN Footwear and MedicalRecords.com. His former clients include: Dell, Real Networks, Jones Soda, Intelius, Graphicly, Chrome Bags, Onlineshoes.com, Vitamin Angels, The Safecig, and Bag Borrow or Steal.

Angel is the Editor-in-Chief and Co-Publisher for ReveNews.com and ReveNews.org.

Angel lives north of Seattle, spending his free time reading up on obscure scientific references made by his wife MGX, while keeping up with a horde of cats and a library of books.

You can find Angel on Twitter @djambazov.

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