Commission Junction Vets Go Multichannel With Impact Radius


launchADOTAS – You might recognize their names from Commission Junction, but five performance marketing veterans have pushed the envelope in their new venture, Impact Radius, which purports to be the first multichannel performance advertising platform

It’s a meeting place for advertisers and media partners interested in performance marketing in the mediums of online, radio, print and outdoor and television. Centered around a large and open directory, the platform features multichannel creative distribution capabilities and online negotiating tools designed to increase transparency.

“Traditionally, our industry has accepted a ‘black box’ approach to conducting business, keeping relationships hidden and key information contained,” said Cofounder Lisa Riolo. “If we want to create more opportunity and do more deals in performance advertising, we need a paradigm shift to this way of thinking.”

In addition, the platform includes client and agency performance reviews as well as the new feature Radius Pricing, which aligns value and cost across contributing relationships.

The founding team includes Riolo, Wade Crang, Todd Crawford and Roger Kjensrud and Per Pettersen of Estalea, who have many business launches on their resumes, including Commission Junction, which laid the foundation for Impact Radius more than 10 years ago.

“Performance advertising continues to gain momentum, but growth has been limited by out-of-date technology and business practices,” said Riolo. “With Impact Radius, we give media partners and advertisers direct access to the tools and technology that facilitate profitable relationships.”


  1. I had a chance to see a demo of this last week, and all I could say to Lisa Riolo was, “how can we waive a magic wand and get all our clients using this!” It is a truly needed technology in the marketing world. I wonder how much time Marketing execs and their managers spend logging into different platforms to retrieve different metrics from different kinds of marketing campaigns and then reassembling into massive spreadsheets for the higher ups to view, analyze and work from? ridiculos amounts of time and headaches! This would put everything, and I mean everything in one easy to use interface. They’ve thought of everything. I’ve know Lisa, Todd, and Per from the very early days of CJ when I was there, and these are consummate pros. No detail overlooked.

    Good luck guys! This is truly revolutionary in a business that says that about everything!

    Linda Woods
    Pres/CEO PartnerCentric

  2. Wow, I remember most of the co-founders when CJ was starting. This is a really great team of people. I look forward checking out their new venture. I belive a who you work with (the people) is more important than the actual comapny you’re working with. I wish you guys luck!


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