Dolan Family Ventures has acquired data analytics and technology business Analytics Media Group, and also launched 605, a new independent audience measurement and analytics business. “605 has expansive relationships with partners across the country that provide extensive, privacy-protected, set-top box viewing data to ensure that its analysis is based on a vast and credible footprint of data representing key individual and regional demographics,” according to a DFV statement.
DFV was announced on Monday to target investments in data, analytics, and technology-based businesses. Kristin Dolan, who will serve as the managing partner of DFV, most recently was COO of Cablevision, which was sold to Altice back in June.
“Our goal is to get the right data and analysis in place to allow people to spend money in the right ways and get real-time results in their media spend,” Dolan told Reuters. “This is something that has been dear and near to my heart.
The topic of how new analytics solutions in the media space could develop in the future has received more attention recently after AT&T announced a proposal to acquire Time Warner, which if the deal is completed, could have important bearing on how addressable advertising moves forward. Among Dolan’s responsibilities at Cablevision was spearheading the advertising sales division, which garnered attention with its data strategy around an audience-driven approach to TV advertising.
“Our experience in the industry tells us there are major gaps in audience measurement and television analytics in the current marketing and programming landscape,” Dolan explains. “The acquisition of AMG and the subsequent launch of 605 immediately establishes a company with real scale, significant resources, profound analytic capabilities, extensive set-top box data, and management experience. 605 is creating a new generation of products and services to enhance media buying, planning, programming, and audience targeting. This fills a critical need for media and entertainment businesses in today’s rapidly changing viewing landscape.”
605’s reported goal is to use data-driven, census-based audience measurement, addressing some of the challenges in measurement that exist today. 605’s set-top box data is said to be unique in terms of its footprint and the rights granted that the company says “enables a deeper, broader and more granular analysis to deliver actionable insights to programmers, brands and advertisers.”
Dolan is founder and CEO of 605, and Ben Tatta is co-founder and president. Tatta most recently served as president of Cablevision Media Sales where he was responsible for overall media sales strategy, vision, innovation, product and technology, budget, and results. Chauncey McLean is EVP of client solutions at 605. He was AMG’s co-founder and chief revenue officer, and worked to provide a data driven approach to marketing campaigns for corporate and political clients.
