Simulmedia gets $9m to build out TV ad data platform

Simulmedia uses set-top box viewing data to match programme audiences with appropriate advertising and also analyses the effectiveness of campaigns.

The company has raised more than $20m since it was launched in 2008 by CEO Dave Morgan, the founder of online advertising firm Tacoda.

Its data partners include Tivo and earlier this year it forged a strategic alliance with the Mediabrands-owned insight and forecasting agency Magnaglobal tp produce ongoing research, case studies and recommendations focusing on audience-based targeting.