• July 27, 2001

Dave Morgan, the founder and former CEO of Real Media, today launched True Audience, a new software company that will enable web publishers to generate more advertising income by putting quantifiable values on their site traffic. True Audience will produce and license an "audience management" system for content publishers that captures, manages and monetizes audience data across all of a site's publishing and marketing channels.

True Audience is an enterprise software system that retrieves audience data from various publishing applications such as content servers, ad servers, email, sweepstakes, site registration, subscriptions, etc., and aggregates the information to provide actionable profiles of individual site visitors, and finally, a total audience profile. By collecting and adding age, gender and zip code to the composite profiles of each visitor, True Audience can then help publishers identify which segments of their audience are of higher value to prospective advertisers.