linear-tv
(3)
Operative makes the ad sale add up
Selling an ad is a promise. Operative builds the software that carries that promise through TV, streaming, delivery and the invoice.
Dave Morgan
Dave Morgan is the founder and CEO of Simulmedia, a New York adtech company that pioneered data-driven linear TV advertising and now runs the cross-channel TV+ platform, the Skybeam self-serve CTV buying tool, and the PlayerWON in-game video ad network. A lawyer turned three-time adtech founder, he earlier built Real Media (a predecessor of 24/7 Real Media, sold to WPP for $649 million) and TACODA (a behavioral targeting pioneer acquired by AOL for $275 million in 2007). Morgan returned to Simulmedia's CEO seat in October 2024 to chase the connected-TV opportunity, and he is a long-running MediaPost columnist known for his '96/4' rule about the gap between CTV viewership and CTV ad dollars.
Simulmedia
Simulmedia is a New York adtech company that turns TV advertising into a measurable, performance channel. Founded in 2008 by Dave Morgan, it pioneered data-driven linear TV and now spans streaming, cable, broadcast, and in-game inventory through its TV+ media-buying platform, Skybeam self-serve tool, and PlayerWON in-game ad product. Its software plans, activates, optimizes, and measures campaigns across screens, backing managed buys with delivery guarantees and closed-loop measurement so advertisers of any size can reach and prove TV audiences.