Todd Crawford and Lisa Riolo have finally lifted the veil on the super-secret project that they've been working on for, what, two maybe three or more years?

ImpactRadius launched today in a public beta. It is a new network that, based on my conversations with Todd in the past year, promises to turn the performance marketing industry upside down.

The network enables pay-per-lead -sale, and -call performance-based marketing relationships between advertisers and media partners, including online publishers and affiliates as well as offline print, television, and radio.

From a client perspective, the most exciting part about this is that Impact Radius is introducing what promises to be an open and transparent platform where partners can truly negotiate and optimize their relationships. As a solution provider, Impact Radius is set up to just get out of the way.

The team at Impact Radius aren't only industry veterans themselves, but they also discussed their platform ideas with other people in the industry to get feedback and validate their model. A lot of very smart people have collaborated to put together this new offering.

And they certainly haven't rushed this out the door. As I mentioned, this has been years in the making.

Congrats to Todd and Lisa (and Per, Roger, Paula, Wade, and the rest of the team) on finaly launching.

Get on over to sign up for the Beta.