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THR's 2012 Digital Power 50

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    Who Pays the Way
    Dave Morgan
    Dave Morgan
    CEO, Simulmedia

    Morgan, 47, could be one of the most important people you've never heard of. Simulmedia compares real-time television-viewing data against Nielson ratings, Tribune Media Services and even metrics from the U.S. Census to make predictions about what types of ads will be relevant to individual households. By the company's estimates, Simulmedia has achieved a 75 percent increase in effectiveness for its television ad clientele. The ultimate goal: Allow TV ads to be as targetable as web ads. While most digital innovators are merging practices from "old media" with new online distribution, Morgan is going the other way, taking what's best about new-media advertising and making TV spots that much more valuable.

    PHOTOS: THR's 2012 Digital Power 50
     

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