Industry Moves: Tacoda Founder Dave Morgan Starts New TV Ad-Optimization Firm; Closes $4M Round

Digital ad vet Dave Morgan has been working on his new ad-related startup for awhile, but for a change, is focusing on TV, not online, though interlinks are obvious: he has announced Simulmedia, a company he says will focus on helping TV programmers improve their audience ratings by “lifting the effectiveness” of their promotional spots on it; sounds sort of like a consultancy service. New York City-based Simulmedia also closed $4 million in first round funding from Avalon Ventures and Union Square Ventures.

In the release he said: “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.” OK, so media-planning consultancy and service provider of sorts. Different from what he has done before in online, having been the founder of Tacoda (sold to AOL) and 24/7 Real Media (sold eventually to WPP) both in purelyonline space. More after the jump.

The company’s first product will be launched later this year. He has brought in other Tacoda/Platform-A (NYSE: TWX) vets to the team, according to SAI: 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; and more. Knowing Morgan, this will be keenly watched, if only to see if he can make it third time lucky …

Not sure if Morgan’s still chairman of The Tennis Company; he joined it in June last year and is also a stakeholder. More when we find out. Update: Morgan is still connected, but gradually removing himself from it as the startup business ramps up, a spokesperson says. He is still an investor in the tennis-focused media company, owner of TENNIS Magazine, and the BNP Paribas Indian Wells Open.