Digital marketing and affiliate solutions company Impact Radius has chosen Sydney as the location of its new office, expanding its reach to the Asia Pacific region.

Daniel Karlsson, a seasoned veteran in the market, has been appointed as managing director.

Headquartered in Santa Barbara, with offices in London, Cape Town, San Francisco, Columbus and New York, the company is scaling up its operations in the area, having worked with an array of Australian clients for several years.

Calling Asia Pacific a “vital region” to fuel the next phase of expansion, the launch follows a $30 million cash injection in June this year set aside for global expansion, as well as “people, infrastructure, partnerships and acquisitions”, according to CEO Per Pettersen.

Global footprint

With the decision driven by “significant growth opportunities”, Pettersen has stated his confidence in Asia Pacific bypassing North America to become the “world’s largest digital ad market”.

The company’s offering in the market is further strengthened by claims as the first digital marketing platform to host a built-in ad fraud detection system, resulting from the acquisition of Forensiq earlier this year.   

Speaking on the expansion, Karlsson said it will allow for better support of Impact Radius’ growing global client base, which includes Lenovo, Airbnb, Getty Images, McAfee, while expanding the group’s footprint with local advertisers and agencies demanding greater ROI.

Karlsson’s appointment builds on 15 years of experience in sales and management, having launched Socialbakers in Australia and New Zealand, as well as holding senior roles at Experian Hitwise, Arkadin.

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