Performance marketing insights, discussions and expertise

Todd Crawford
Todd Crawford
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. Connect with Todd on Twitter: @toddcrawford

Online Ad Fraud and How to Mitigate it

By on November 4, 2015

Online advertising spend is expected to top $66 billion in 2016 and will exceed offline advertising for the first time – a year ahead of schedule*. But all this success is not without challenges – ad fraud is growing too. Robots acting as humans generating impressions and clicks resulted in an estimated $6.3 billion in […]

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iOS 9 and Ad Blocking

By on September 22, 2015

Apple just released their latest software for the iPhone and iPad – iOS 9. Notable in this release was the support for ad blocking apps. When ad blocking is enabled it removes ads from websites, videos and apps from your mobile devices. In general, people tend to dislike ads, often finding them disruptive to the […]

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How Big Can Your Affiliate Program Be?

By on August 18, 2015

For years the industry has claimed that affiliates can drive 20-30% of total online revenues for a brand. Practically speaking, for most advertisers it is more like 5%-15% of total online revenues. This can vary greatly based on a website’s total revenues and overall marketing mix. For example, a small retailer doing $1M in monthly […]

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Why Big Data is Still a Big Deal

By on June 30, 2015

Certain terms get overused and people begin to discount them or have a less than favorable opinion of them. They start out hot, but quickly fall out of favor. I did a quick search and there are dozens of blog posts listing the most overused marketing buzzwords. Here are a few of the most often […]

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New Industry Insider Spotlight Series

By on June 11, 2015

Coming soon! I am expanding our current Impact Radius Industry Insider’s Spotlight series to begin looking at current issues and trends in the performance marketing industry. Using the same one-on-one format, these video interviews with industry insiders will address the top industry issues and trends affecting us all.

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Commission Splitting: Opening Pandora’s Box

By on April 24, 2015

The concept of splitting commission among affiliates involved in a sale or lead instead of just crediting one based on last click is coming up more and more in conversation. I understand why some advertisers think this could be a good idea. They want to make sure affiliates get rewarded for their contributions and many […]

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Data is Your Frenemy!

By on April 8, 2015

As marketers, we are surrounded by data. We rely on multiple third-party reporting solutions as well as internal databases to measure our marketing efforts, and the number of data sources seem to be increasing every year. We now pull data from affiliate networks, paid search tools, analytics, ad servers, attribution solutions, and tag managers to […]

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