• by Tobi Elkin  @tobielkin, February 2, 2017

Impact Radius, a provider of products for media attribution, performance marketing, tag management, and mobile analytics, on Thursday announced the appointment of David Yovanno as its new CEO. Yovanno replaces the company’s co-founder and former CEO, Per Pettersen, who’s assuming the role of Executive Chairman.

Yovanno, with more than 16 years of leadership in  SaaS (software as a service) companies, will use his experience building sales and marketing teams at both start-ups and public companies, to grow Impact Radius. He'll be responsible for sales, marketing, and client services. In his most recent position before joining Impact,  Yovanno was CEO and director of Marin Software, a San Francisco-based paid search technology firm. Prior to Marin Software, he was president, technology solutions for Conversant, a marketing services company. Yovanno has also served on the board of the Interactive Advertising Bureau.

“The market is beginning to demand a single marketing platform of record to consolidate partner relationship management, data management, data visualization, verification, fraud detection, measurement, and  analytics. I believe Impact Radius is uniquely positioned to realize this vision at scale, having the first natively integrated platform for many of these components," Yovanno told Real-Time Daily via email.

Yovanno's new role will enable Pettersen to focus more on customer-driven innovation including working with the company’s products, winning strategic deals/key account sales, organizational training and development, strategy, and international leadership.

Yavonno’s appointment to Impact Radius comes as the company, in January, launched a new tool for affiliate marketers, Media Partner Discovery. The tool offers agencies and marketers the capability of distinguishing strategic media partners from a database of 800,000 affiliates from all over the world.

Last year, Impact Radius also acquired Forensiq, a provider of advertising and fraud prevention services. The combined company offers algorithmic attribution of consumer journey touch points with ad fraud detection to reveal insights that aren’t polluted by fraudulent data.

Impact Radius secured $30 million of funding in June of 2016 from Silversmith Capital Partners.