Real Media Founder Tackles Audience Measurement

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Dave Morgan, the founder and former CEO of Real Media, hopes to take on Jupiter Media Metrix and Nielsen//NetRatings with his new audience management firm True Audience.

The software development company, which opened on Friday, plans to license an audience management system for content publishers.

The product, which is now being beta tested, is also called True Audience. It retrieves data from publishing applications such as content and ad servers, e-mail, sweepstakes, site registration and subscriptions and aggregates the information into profiles of each visitor and a total audience profile. The system also adds age, gender and ZIP code data to the profile.

"True Audience will provide the tools that enable Web publishers to qualify, quantify and package their audiences in ways traditional advertisers know how to buy, such as gross ratings points, designated market areas and recency-frequency-monetary value," Morgan said.

Advance Internet, the online division of newspaper publisher Advance Publications, and The Weather Channel's portal are evaluating the beta version of True Audience.

Morgan, who founded Real Media in 1995 and left in June, said True Audience is specifically built for the needs of online media companies. Publishers can license it for about $100,000 a year. The company also offers consulting and support services, which will cost about $50,000 a year.

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