The Inevitable Ascension of Zero-based, Cross-platform Planning, Buying and Optimization in Media (5/20/2016)


Luncheon Program


“The Inevitable Ascension of Zero-based,

Cross-platform Planning,

Buying and Optimization in Media”



Dave Morgan

Chief Executive Officer, Simulmedia



Friday, May 20, 2016

12 Noon - 2:00pm

at the

The Yale Club of New York


Digital has been reshaping the media landscape for more than a decade. What started as gradual is now becoming sudden and dramatic. Media audiences and their attention are fragmenting across more and more channels, platforms, devices and time making it harder and harder for marketers to reach them at scale quickly in predictable, coordinated and efficient ways.

For example, it is not uncommon today to have a week go by with only two TV shows drawing a 2.0 or better rating. Planning media months and quarters in advance, media channel by media channel by sex/age audiences has been failing marketers for years. With much of media now digital and virtually all of it digitally measurable, the "Holy Grail" of zero-based and purchase-based media planning, buying and optimization is now approaching reality.

Our speaker, Dave Morgan, will walk us through current and emerging research and capabilities in this area.


Dave Morgan is the CEO and founder of Simulmedia, a New York based marketing technology company that uses data, science and software to drive guaranteed business outcomes for advertisers through traditional TV marketing. He previously founded and ran both TACODA, Inc., an online advertising company that pioneered behavioral online marketing and was acquired by AOL in 2007 for $275 million, and Real Media, Inc., one of the world’s first ad serving and online ad network companies and a predecessor to 24/7 Real Media (TFSM), which was later sold to WPP for $649 million. After the sale of TACODA, Dave served as Executive Vice President, Global Advertising Strategy, at AOL, a Time Warner Company (TWX).


A lawyer by training, Dave served as General Counsel and Director of New Media Ventures at the Pennsylvania Newspaper Association in the early 1990’s.


Mr. Morgan is a Political Science graduate of The Pennsylvania State University and holds a J.D. from the Dickinson School of Law. He is the former chairman and ex-officio member of the board of the International Radio and Television Society (IRTS) and currently serves on the Board of Directors for the Advertising Research Foundation.


Please join us on Friday, May 20th, for what will be a highly informative presentation.  To reserve your place, email to:  or call the MRC office at (212) 481-3038.


Upcoming Luncheons:

June 24 (Hall of Fame Awards)


2016-17 Season Fall Luncheon Dates

September 16                        October 21

November 18             December 16


Luncheon Details:

Meeting date: Friday, May 20, 2016


Time: 12noon – 2:00pm


Where: Yale Club of New York, E. 44th St. & Vanderbilt Ave., 18th Fl.


Luncheon Fees:   $60 - Members & Guests/Honorary Life Members - $50
     (cash or check only)


For Reservations: Call 212-481-3038 or Email to:

Reminder: MRC Active Members MUST ATTEND AT LEAST FOUR (4) luncheon meetings per program year to maintain their membership status.


2015-2016 SEASON




January 29

“Toast to the Media Mega Trends

 that will Drive Our Business in 2016”

 Joan FitzGerald, comScore


February 19

“The Future of Insights”

Jennifer Colie, GfK


March 18

“Advertising Receptivity & ROI: Lessons from the Stamp Act of 1765”

Jim Spaeth & Alice Sylvester, Sequent Partners


April 22

“The Business of Culture”

Tasha Space, CS Space


May 20

“The Inevitable Ascension of Zero-based, Cross-platform Planning,

Buying and Optimization in Media”

Dave Morgan, Simulmedia


June 24

Annual Hall of Fame Luncheon



September 16

October 21

November 18

December 16



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