• by Gavin O'Malley  @mp_gavin, January 24, 2011

Video ad technology firm TidalTV on Monday is expected to name Brad Herman as chief product and media officer. In this newly created position, Herman will be responsible for setting and executing product strategy, while also managing the supply side of TidalTV's operations, including driving inventory strategy and managing publisher relationships.

Most recently, Herman served as senior vice president of digital operations at MTV Networks in New York, where he oversaw digital sales operations, along with digital strategy, new product development and campaign operations.

"During my time at MTV Networks, I worked closely with TidalTV," Herman said on Friday. "It was clear they were a leader in data-driven online video advertising." Prior to MTV, Herman held sales, publishing, operations and corporate development positions at Advertising.com, which is actually a precursor to TidalTV. TidalTV CEO Scott Ferber founded Ad.com before selling it to AOL in 2004.

TidalTV offers video advertising, optimization, and yield management services. Its AdOSTM technology attempts to leverage data to guarantee delivery of a brand's message against a target demographic, and help content creators and publishers to better monetize their audiences.

Last year, Baltimore-based TidalTV raised an additional $16 million in venture capital from Comcast Interactive Capital, New Enterprise and Valhalla Partners. In turn, Comcast Interactive Managing Director David Horowitz joined TidalTV's board.

Also last year, TidalTV tapped ad monetization platform Adap.tv to buy inventory sold via the company's online video marketplace. In turn, TidalTV agreed to use its technology on behalf of clients to deliver pre-roll ads.