TACODA founder takes on TV

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target1.jpgADOTAS — Dave Morgan has a new company that will help television companies improve ratings by lifting the effectiveness of their tune-in programming spots.

Simulmedia, according to the founder of TACODA and Real Media, will help television companies improve ratings by lifting the effectiveness of their tune-in programming spots. The goal of Simulmedia will be to put the right program promotion in front of the most likely potential viewers using only aggregated consumer and industry environmental data.

“Each year the television industry spends more than $10 billion in cash and commercial time to drive viewers to new and existing programs,” Morgan said in a release. “Our goal will be to use sophisticated data analysis and predictive technology to redirect where and when cable operators and broadcast and cable networks place these spots in order to make them more effective and efficient in delivering the most desirable audiences. We hope to bring more focus and attention to an important part of the industry which has long been underserved.”

Simulmedia closed $4 million in Series A funding from Avalon Ventures and Union Square Ventures on March 3. Bill Burke has joined the Simulmedia board of directors. He is the former president of The Weather Channel Companies and TBS Superstation. According to Silicon Alley, also signing up are Pravin Chandiramani, a former Platform-A data strategist; Jeff Storan, who led behavioral targeting at Platform-A; Conor Finnegan, who managed pricing and inventory at Tacoda; Julie Nolan, who led administration and HR at Tacoda

The company, based in Manhattan, is expected to formally launch later in 2009.

Morgan was the founder, CEO and Chairman of both TACODA, an online advertising company that pioneered behavioral online marketing in 2001 and acquired by AOL in September 2007 for $275 million, and Real Media, an online ad network and a predecessor to 24/7 Real Media, which was later sold to WPP for $649 million. Most recently, he was Executive Vice President of Global Advertising Strategy at AOL, a Time Warner company.

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