Spot Runner is launching a Web-based ad-buying platform, designed to streamline the process of buying and selling TV advertising. The startup will face competition from Google’s TV Ads and Microsoft’s Admira marketplace.
Malibu is designed to manage the entire transaction process for TV advertising, including planning, buying, creative, traffic, reporting and invoicing. The platform also is built to support multiple targeting and delivery methods, including set-top box addressability.
In 1980, according to Spot Runner, there were 11 national networks that ran 18 million ad spots — whereas today there are more than 125 national networks that run 12 billion TV spots annually.
To date Spot Runner has raised more than $120 million from investors including: Battery Ventures, Index Ventures, Capital Research and Management, CBS, The Interpublic Group, Legg Mason Capital Management, Allen & Company, Tudor Investment, WPP Group, Groupe Arnault/LVMH, Grupo Televisa and U.K. media company Daily Mail and General Trust (DMGT). WPP sued the company alleging that Spot Runner’s founders “perpetuated a ‘pump-and dump’ scheme in which they aggressively promoted the company to new investors and then sold new investors large quantities of their own secondary shares.”
Spot Runner Takes Shot At Web-Enabled TV Ad Buying – 2009-11-19 05:01:00 | Multichannel News
