Impact Radius has launched a new tool which it says will connect advertisers and media partners in the delivery of campaigns across TV, radio, print, outdoor and online media channels.

The multi-channel platform centres around an open directory listing all advertisers, media partners and agencies working in the performance advertising space, plus tools including a negotiation function.

Impact Radius say that third-party intervention and non-disclosure will be no longer necessary, as partnerships can be defined and negotiated directly online.

Impact Radius co-founder, Todd Crawford, says: "We recognise that performance advertising continues to gain significant momentum. However, its technology and supporting business processes have not necessarily evolved at the same pace. This disparity between the opportunities and resources limits growth and revenue within the industry."

The Impact Radius platform is also open to agencies and businesses that provide technology solutions or services to media partners and advertisers who will be able to navigate between clients to manage multiple accounts, view client and agency performance through macro-level reporting functionality.

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