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Dave Morgan

Dave Morgan

Dave Morgan founded TACODA Systems in July 2001 and serves as its CEO. TACODA is a pioneer and leading provider of behavioral-targeted online advertising solutions for driving quality branding relationships. TACODA delivers advertisers high quality, targeted audiences from premium sites, powering successful online advertising campaigns. TACODA-enabled Web sites, which number over 2,000, reach over 70 percent of the U.S. Internet audience monthly. Its roster of customers, mostly Fortune 1000 business, includes branded national, regional and vertical sites, and 75 percent of the top 20 U.S. newspaper companies. Customers include the New York Times Digital, Weather.com, iVillage, Gannett/USATODAY.com, The Tribune Company, Belo Interactive, BusinessWeek.com, About.com, Advance Publications' Advance Internet and Forbes.com. Virtually every top 50 online marketer has run campaigns on TACODA-enabled sites, including travel, automotive, packaged goods, consumer/health products and consumer electronics companies.

RECENT ARTICLES BY DAVE MORGAN

A Clean, Well-Lighted Place

May 19, 2005 - Offer a clean and pleasant place for advertisers to place their messages. Comments

Impressions Count

May 5, 2005 - Google ushers in online advertising fuzziness -- which is not as bad as it may sound. Comments

Expensive Clutter: The Next Inventory Problem

Apr 21, 2005 - The way publishers price and sell their online inventory is too often in inverse proportion to its value. Comments

RSS Advertising, Coming Fast

Apr 7, 2005 - Consumer RSS usage is already large, and it's growing fast. More important, its effectiveness is finally becoming measurable. Comments

Making the Cookie Case to Consumers

Mar 24, 2005 - Deletion needn't bethe way cookies crumble. Comments

Audience Segments and the New Creative

Mar 10, 2005 - There's no such thing as one-size-fits-all creative when you're addressing precisely targeted audience segments. Comments

The Year of Online Brand Advertising

Feb 24, 2005 - Brand mangers have demonstrated they'll go where they can find their target audience. This year, it will be online. Comments

Sell-Side Advertising: Sellers Become Seekers

Feb 10, 2005 - Sell-side advertising takes PPC advertising to the next level and changes the tradition media sales equation. Comments

Spyware Legislation, Revisited

Jan 27, 2005 - Cookies are essential to online advertising and publishing. Help lawmakers create a spyware law that limits collateral damage to cookies. Comments

How to Measure Behavioral Targeting's True Effectiveness

Jan 13, 2005 - How to ask the right questions and get clear answers. Comments

Another Watershed Year for Old Media

Dec 30, 2004 - Browsers, banners, and now search. Old media is at a crossroads -- again. Comments

Thoughts for 2005: New Media Is No Longer New

Dec 16, 2004 - 2005 will be a great year for online advertising and digital marketing. How to prove we can be the superior medium for marketers to reach their customers... Comments

What's Next for Behavioral Targeting?

Dec 2, 2004 - Two compelling applications of next-generation behavioral targeting. Comments

Sorting Out the Content Tail

Nov 18, 2004 - Much self-published content directly relates to content published in traditional media channels. What, if anything, should media companies do about... Comments

Behavioral Versus Contextual: Why Choose Only One?

Nov 4, 2004 - Behavioral targeting can enhance contextually targeted ads and vice versa. So why make it an either/or debate? Comments

It's Filtering, Not Targeting

Oct 21, 2004 - The value proposition starts with filtering ads for consumers, not targeting them. Comments

Can Consumer Privacy and Targeting Coexist?

Oct 7, 2004 - The real consumer issue? Trust, not privacy. Comments

Inventory Management Problems: The Buy-Side Angle

Sep 23, 2004 - The saturation bottleneck. Comments

Sizing A Behavioral Targeting Segment, Part 1

Sep 9, 2004 - How big -- or small -- should a targeted audience segment be? Comments

The Endangered Cookie

Aug 26, 2004 - If misguided legislation crumbles the cookie, online advertising, publishing, and e-commerce will be much less sweet. Comments

The New Inventory Problem, Part 2

Aug 12, 2004 - Is premium pricing a solution for the inventory crunch? Comments

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