By Sheryl Ryan on February 3, 2017
As posted by Robert Hof on Forbes.
Hoping to kick into higher gear, the digital marketing platform Impact Radius today announced it has a new chief executive, the former Marin Software Inc. CEO Dave Yovanno.
Yovanno replaces current CEO and co-founder Per Pettersen, who becomes executive chairman and chief strategy officer. Impact Radius sells a suite of services for performance marketing, mobile analytics, and media attribution. Its main services are Partner Manager, which helps automate affiliate marketing, by which sites earn a commission to promote a company’s products, and Media Manager, which helps companies analyze which marketing channels are producing the best return.
With the new leadership the company, which calls itself the first trust system of record for marketers looking to manage digital campaigns, has an opportunity to consolidate a lot of marketing activities under a single software-as-a-service platform, Pettersen said. Current customers include Ticketmaster, Shutterstock and Cabela’s.
“Impact Radius is really ready to step on the gas at scale,” said Yovanno, who worked with Pettersen at Conversant Inc. At its core, he said, the company’s platform aims to track the “customer journey” from initial brand impressions to sales conversions.
Yovanno, who left the top job at Marin in August when founder and onetime CEO Christopher Lien took over again, contrasted Impact Radius’ approach from others in marketing tech, including Marin. Some martech companies are trying to persuade marketers that they should not depend so much on Google Inc.’s AdWords and instead use their platforms. “That’s an impossible strategy,” he said.
Impact Radius’ play is to consolidate the customer data rather than trying to build an extensive campaign management “stack.”
In January, the company launched its Media Partner Discovery tool for affiliate marketers, including a global database of 800,000 affiliates. In June, it acquired fraud prevention service Forensiq. The company also announced last June that it had raised $30 million in funding from growth equity firm Silversmith Capital Partners in Boston, on top of a $6 million Series A round in 2010.
Pettersen at the time said the company doesn’t have a plan for many big acquisitions but might make some if the opportunity arises. In November 2015, the company bought ad attribution firm ClearSaleing after it was spun off from eBay Enterprise.