How do you make a great advertising model even better?
The founders of Impact Radius came together to pursue the best answers to that exact question. Having introduced innovations that later became standard—the shared vision of the founders was to start over and re-invent the wheel. The result of their collaboration is a new generation of tools and technology designed specifically for the performance advertising industry.
Meet the team: mouse over team member to view their individual bios.
Bill Strong brings a diverse background in finance, corporate development and general management of online businesses to Impact Radius and its oversight company, Estalea.
Prior to joining Impact Radius and Estalea, Bill served as director of corporate development for a private equity backed investment vehicle focused on acquiring and integrating forward thinking online marketing solutions providers. Bill also founded and served as general manager of Vendare Media Group's domain name investment and monetization group where he built the company into one of the largest domain name holders in the world. Bill joined Vendare in 2004 through its acquisition of New.net, an innovative online search and navigation company, where he held several senior finance and corporate development positions starting from its founding. Prior to joining New.net, Bill held senior operational finance roles with Idealab, a technology incubator; and was an auditor with Ernst & Young.
Bill is a Certified Public Accountant and holds a Bachelor of Science in accounting from the University of Southern California.
Bill Strong
Areas of impact:
Leading the corporate development, finance and accounting teams.Developing sound operating, management and reporting policies around the corporate finance and accounting functions.
Lisa Riolo is an active, dedicated member of the performance advertising community and remains committed to its further growth and achievement. Prior to co-founding Impact Radius, Lisa consulted with high-growth businesses to develop online marketing programs and scale operations. Lisa's previous experience includes serving as senior vice president of business development at Commission Junction, where she played an instrumental role in growing company revenue, and managerial roles at Peet's Coffee & Tea and Bank of America.
Lisa holds a bachelor's degree in psychology from Claremont McKenna College.
Lisa Riolo
Areas of impact:
Cultivating profitable relationships between customers.Creating greater visibility and opportunities for the performance model within the industry.Developing the founding principles of Impact Radius.
As a co-founder, Per Pettersen brings significant experience in Internet advertising, technology innovation and high-growth business launches to Impact Radius.
Since co-founding Estalea in 2004, Per has launched, as founder and co-founder, five businesses leveraging the Estalea model. He personally served as both chief executive officer and chief technology officer for these businesses during their initial development and today is involved primarily as board member and advisor to the independent management teams leading each of the companies. Prior to founding Estalea, Per co-founded and served as senior vice president and chief technology officer of Commission Junction and vice president of technology at ValueClick (NASDAQ:VCLK).
Per earned his Bachelor of Science degree in electrical engineering and his master of science in computer engineering from the University of California, Santa Barbara.
Per Pettersen
Areas of impact:
Growing Impact Radius to profitability.Leading the company to increase value for its members and clients.Developing the founding principles of Impact Radius.
As a co-founder, Roger Kjensrud focuses on leading the technology teams and leveraging assets of Estalea to build highly flexible, scalable technology infrastructure geared to drive high-levels of success for Impact Radius clients.
Since co-founding Estalea in 2004, Roger has been instrumental in building the technology infrastructure of five businesses leveraging its model. He personally served as both chief technology officer and vice president of engineering for these businesses during their initial development and is involved as a technology advisor to the independent technology teams of the companies. Prior to co-founding Estalea, Roger served as the director of engineering at Commission Junction and as engineering manager at ITT Industries (NYSE: ITT) in the advanced engineering and sciences (AES) division.
Roger earned his Bachelor of Science and Masters of Science degrees in electrical engineering from the University of California, Santa Barbara, and also earned a Bachelor of Science degree in telecommunications from Gjøvik College of Engineering, Norway.
Roger Kjensrud
Areas of impact:
Architecting the foundational technology of the Impact Radius platform and directory.Responsible for creation and delivery of products.Leading the technical teams and developing the founding principles of Impact Radius.
A recognizable veteran, Todd Crawford brings to Impact Radius a passion for performance advertising and a commitment to its growth. As a co-founder, he evangelizes the opportunities presented by a multi-channel approach to the performance model. Prior to Impact Radius, he served as vice president of sales and business development for Digital River's affiliate network, oneNetworkDirect. Todd also contributed to the founding team at Commission Junction in 1998 and led its business and sales development efforts as vice president for more than seven years.
In 2007, Todd won the Affiliate Marketing Legend Award at the Affiliate Summit Pinnacle Awards in Las Vegas. He holds a bachelor of arts at the University of Minnesota, Twin-Cities.
Todd Crawford
Areas of impact:
Evangelizing performance advertising and related opportunities.Creating business development opportunities for new clients. Developing the founding principles of Impact Radius.
Wade Crang has spent the past decade devoted to building and operating Internet-based companies. Prior to co-founding Impact Radius, Wade worked with Estalea, helping build the operations for Savings.com, Terra Matrix Media and LeadPoint. From 1999 to 2005 he held numerous executive positions with Commission Junction where he contributed to growing the company from a small start-up to a global leader in performance marketing. Wade's experience also includes 10 years as a management consultant with Andersen Consulting (now Accenture), Ernst & Young and Price Waterhouse.
Wade holds a bachelor of science in applied mathematics from California Polytechnic University, San Luis Obispo.
Wade Crang
Areas of impact:
Engineering the Impact Radius business intelligence capabilities.Managing the development of platform and directory features. Developing the founding principles of Impact Radius.
