Transforming digital marketing technology

About Us

The science behind the art of marketing

Impact Radius’ digital marketing platform enables significant improvement in the return on global advertising spend for brands and agencies. The company provides a fully-integrated suite of products for media attribution, performance marketing, tag management and mobile analytics. Impact Radius provides a singular view into the consumer journey, tracks cross-channel marketing efforts, and delivers Big Data insights that drive revenue growth.

Impact Radius was founded in 2008 by a team of Internet marketing and technology experts who previously founded Commission Junction, and LeadPoint.

From the beginning, we disrupted the industry by moving away from the affiliate network model, instead introducing a SaaS technology platform for performance marketing professionals.

We then set our sights on omnichannel marketing analytics, building the most comprehensive digital marketing platform with multi-channel insights, attribution modeling, tag management and automated workflows. We remain committed to best-in-class technology, transparent data you can trust, and unceasing innovation that delivers next-generation solutions to digital marketers around the world.

Executive Team

Per Pettersen
CEO & Co-Founder

Per brings a unique mix of engineering and entrepreneurial experience to his work at Impact Radius, where he is co-founder and CEO. Per focuses equally on technology and growthinitiatives in his passion to build and deliver the world’s most complete marketing technology suite. He has been instrumental in attracting leading advertisers, agencies, and media partners to the Impact Radius platform.

Per also co-founded successful internet companies (sold to Cox Communications in 2012) and Leadpoint (the world’s first, fully transparent lead marketplace). In 1998, Per helped birth the modern affiliate marketing industry as co-founder and CTO of Commission Junction, the world’s first affiliate network. Per earned his Bachelor of Science in electrical engineering and his Master of Science in computer engineering from the University of California, Santa Barbara.

Fun Facts: Per has a part-time home in Oslo, Norway. He loves Johnny Cash but no other country artists.

Roger Kjensrud
Chief Technology Officer & Co-Founder

Roger is co-founder and CTO of Impact Radius, where he is tasked with architecting and enhancing the world’s most scalable and complete marketing technology suite. As CTO, he leads our engineering and product departments. Roger is also a previous co-founder and technology leader of several internet technology companies, including, and Leadpoint.

Previously, Roger was also the Director of Engineering at Commission Junction, where he transitioned the company to a scalable Java-based technology infrastructure. This generated significant IT cost savings, while enabling improved development processes that enhanced speed and quality. Roger earned his Bachelor of Science and Master of Science in electrical engineering from the University of California, Santa Barbara, and also earned a Bachelor of Science in telecommunications from Gjøvik College of Engineering, Norway.

Fun Facts: Former Norwegian ice fishing champion. Loves saltwater fly fishing.

Wade Crang
VP Operations & Co-Founder

Wade is a co-founder of Impact Radius and Vice President of Global Operations. In this role, he makes certain every client gets the data and information they want, how they want it, and when they want it—so timely and well informed marketing decisions can be made.

Prior to co-founding Impact Radius he was part of the founding team at LeadPoint, his BI architecture boosted revenue per lead and ROI on new product initiatives. And at it enabled the fast growing company to become fully data-driven, optimizing revenue-per-visitor and media spend. Wade also served Commission Junction as VP Business Intelligence/Product. He installed operational processes and tools that enabled CJ to cost effectively scale and support a global customer base. Wade holds a bachelor of science in applied mathematics from California Polytechnic University, San Luis Obispo.

Fun Facts: Wade performed a summer internship as cryptologist for the NSA and enjoys coaching his kids’ soccer, basketball, softball, and baseball teams. (when not writing SQL).

Todd Crawford
VP Strategic Initiatives & Co-Founder

Todd is a co-founder of Impact Radius and Vice President, Strategic Initiatives. He has been instrumental in forging and managing relationships with many of the company’s flagship advertisers, agencies, and media partners. Todd evangelizes a multi-channel approach to the performance model, and is a frequent speaker at key industry events, including: Affiliate Summit, Affiliate Management Days, a4uexpo, and Performance Marketing Insights.

Previously, Todd was VP Business Development at Digital River’s affiliate network, OneNetworkDirect, where he guided strategic initiatives and industry relations. In the late 1990’s, Todd helped birth the modern affiliate marketing industry as co-founder and VP Business Development of Commission Junction. Todd won the 2007 Affiliate Marketing Legend award. Todd holds a bachelor of arts degree from the University of Minnesota, Twin Cities.

Fun Facts: Todd is very fond of expensive objects made of metal. He enjoys long walks on the beach.

Tijs van Santen
Chief Revenue Officer

Tijs is Chief Revenue Officer and is responsible for the company’s revenue across the globe. He leads the company’s sales, account management and partner channels.

Tijs brings over 14 years of experience in sales and account management leadership for IT and Marketing technology companies. During his 9 nine year tenure at Forrester Research, Tijs built and led several high performing sales and account management teams across Europe, the USA and APAC. In 2012 he was the Managing Director for an Amsterdam based startup, which he exited after a successful sale. Earlier in his career Tijs worked in sales for Hewlett Packard in the Enterprise Systems Group working with CIOs in the public sector and large enterprises. Tijs holds a bachelor’s degree in marketing from The Hague University of Applied Sciences.

Fun Facts: In 2006 Tijs was part of a 5 man team that drove and donated a 1988 1.0L engine white delivery van (Daihatsu Hijet) 12,000 km from London to Mongolia to raise funds for “Mercy Corps” and “Send a Cow”. Done with no technology, GPS, modern comforts or support crews, with bad maps and in many cases no roads!.


Founded in 2015, Silversmith Capital Partners is a Boston-based growth equity firm with $460 million of capital under management. Silversmith’s mission is to partner with and support the best entrepreneurs in growing, profitable technology and healthcare companies. The firm seeks to invest $15 million to $50 million per company, with the ability to increase the equity commitment in select situations. The founders have over four decades of collective investing experience and have served on the boards of numerous successful growth companies including Ability Networks, Accelecare Wound Centers,, Liazon, Liberty Dialysis, MedeAnalytics, MedHOK, National Cardiovascular Partners, Net Health, Passport Health, SurveyMonkey, Wrike and Yapstone. For more information, visit