Bunchball, backed by San Francisco-based Granite Ventures and San Jose-based Adobe Systems, designs custom games for media companies, including Hearst, NBC and Comcast.
The Redwood City, Calif.-based company, for instance, created a consumer engagement and interaction platform named "Nitro," which attempts to help brands measure and drive consumer behavior.
"Using Nitro technology with our proprietary data and consumer insight, we're proving that we can create and strengthen relationships between brands and consumers," said Bunchball CEO Peter Daboll. Daboll -- formerly "chief of insights" at Yahoo -- was brought on to lead the company late last year.
Richards is credited with helping to introduce the DoubleClick Ad Exchange platform to the publisher market before the company was acquired by Google last year. Prior to DoubleClick and Google, Amy led the development of advertising solutions for Yahoo. Prior to Yahoo, Daboll served as president and CEO at comScore Media Metrix. In August 2006, Yahoo named Daboll chief of insights and head of global market research.