Santa Barbara-based digital marketing platform Impact Radius is planting permanent roots in New York City.
Today, the company unveiled a brand new office space on Park Avenue South, the latest milestone in the company’s fast-growth roadmap to become a major player when it comes to marketing data.
Impact Radius was founded by Per Pettersen, Roger Kjensrud, Wade Crang and Todd Crawford in 2008 with a mission to transform the way advertisers handle media and performance marketing partnerships. Today, the company operates a suite of products for performance marketing, ad fraud detection and media attribution and analytics. In 2016, the company hit a number of major milestones, including securing $30 million in funding and acquiring ad fraud prevention platform Forensiq.
“We’re a market leader in each of our respective product domains — Impact Radius is performance marketing platform that’s disrupting and Forensiq is a leader in ad fraud — and now we’re solving for big data by bringing everything together in a natively integrated platform,” said newly appointed Impact Radius CEO David Yovanno.
According to Yovanno, the company’s recent office expansion in New York City is in large part a move to be closer to its existing and potential clients, as the city is a hub for digital marketing. Through the automation of critical marketing workflows, built-in fraud protection and real-time delivery of actionable insights, Impact Radius’s platform is already used by big brands such as Lenovo, Ticketmaster, Tommy Hilfiger, Getty Images and Shutterstock to drive revenue.
With about 50 employees in its New York City office, Impact Radius plans on doubling the team over the coming months, especially in sales, data science and marketing.
“Right now we’re focused on making sure that we have the right people in the right positions,” said Yovanno. “It’s great to have a best-in-class product, but it takes a team to take that product to market. It’s not any one silver bullet, it’s how you can get your organization to a point it will actually scale.”
Looking forward, a major priority for the company is to create an integrated platform that utilizes the variety of technology in its stack — from ad fraud to marketing attribution — to handle the data behind performance marketing.
“Ultimately, we want to create a system of record for all marketing data. Today, we’re really focused on performance marketing, but to me, the holy grail is creating a platform that helps clients intelligently allocate and invest their marketing dollars. What we’re assembling here is a platform where, if you have an extra 100 thousand dollars to spend, we can predict where you should spend and how that is tied to business results.”
Images via Impact Radius.
