Former Cablevision executives Kristin Dolan and Ben Tatta have launched 605, a media measurement and analytics firm that promises to harness set-top box data to provide research for entertainment marketers and programmers.
The launch of 605 coms after Dolan Family Ventures has acquired Analytics Media Group (AMG), a New York-based firm that came to prominence after working on Barack Obama’s 2008 and 2012 presidential campaigns.
“Our experience in the industry tells us there are major gaps in audience measurement and television analytics in the current marketing and programming landscape,” said Dolan, who will serve as CEO of 605. “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.
Dolan is the former chief operating officer of Cablevision Systems Corp., which was acquired by French telecom firm Altice in a deal valued at $17.7 billion in June. The co-founder of 605, Ben Tatta, was previously president of Cablevision Media Sales.
Dolan Family Ventures is the fund established by Kristin Dolan and her husband, former Cablevision CEO James Dolan, to invest in data, analytics and technology-based businesses.
As an early pioneer in the use of set-top box data for TV measurement and ad optimization, AMG has built one of the most advanced TV analytics businesses in the United States,” said Tatta. “We look forward to working with the AMG team to integrate data from our data partner’s set-top boxes to enhance and expand the line-up of custom-tailored solutions that 605 will bring to programmers and advertisers alike.”
As part of the deal, AMG co-founder and former chief revenue officer Chauncey McLean has been named executive VP of client solutions at 605.