TACODA Founder Backs a New Online Ad Platform: Pictela


Rich media syndication startup Pictela launches in the next few weeks, and apparently it’s compelling enough to lure Dave Morgan as a public supporter and investor.

Those familiar with the ad industry will know that Morgan founded both ‘90s ad startup Real Media and behavioral targeting ad network TACODA, which was arguably the best behavioral targeting startup in the space before it was acquired in 2007 by America Online for an undisclosed amount. (Tacoda, founded in 2001, had raised $32 million, including from Union Square Ventures and Rho Ventures. Real Media, founded in 1995, raised $30 million and was sold after the bubble burst for $30 million.)

Pictela isn’t responding to interview requests. La Jolla-based Avalon Ventures, which seeded the company along with Morgan (an SEC filing suggests it has raised $1.25 million), isn’t talking, either. I just reached out to Morgan for comment; hopefully, he’ll get back to me.

In the meantime, the management team’s experience offers some insight into what to expect from Pictela. For example, co-founder and CEO Greg Rogers was most recently the VP of Tacoda’s sale strategy for example, where, according to his site bio, he “worked with media agencies and marketers to understand their advertising goals and match them with the behavioral targeting capabilities of TACODA. His success in evangelizing the benefits of [behavioral targeting] to a broad media audience was one of the key factors in helping move the category to widely accepted practice.”

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