Lieberman replaces Jeff Carter, co-founder of Viamedia, who will continue with the company in an advisory role as the vice-chairman of Viamedia’s board of directors. 

Viamedia offers targeted TV advertising services in 57 of the USA’s local TV markets, known as Designated Marketing Areas.

At TRA, Lieberman created a company – with Bill Harvey – that aimed to help advertisers better measure the ROI of their TV spend, by matching ad exposure data with consumer purchase data.

TRA was bought by DVR maker TiVo for $20m in 2012.

Lieberman said: “Viamedia is ideally positioned to transform the world of TV advertising going through sweeping consumer behavioural changes. I look forward to leading the Viamedia team and working with its majority shareholder, Lake Capital, to build upon an already strong core business and take the company to the next level.”