605 Co-founder Named US President of Ad Data Firm SMI

Ben Tatta, co-founder of TV analytics firm 605, has joined New York-based advertising pricing and spend data specialist Standard Media Index (SMI) as President for the US Market.

SMI accesses actual invoices from media buying groups and independents, using it to create a database for clients and agency partners. This data, which the firm says accounts for 85%+ of all agency spend, is used to provide ad intelligence across all media types, including television, digital, out of home, print and radio; and currently six countries, growing to eighteen by early 2021.

Tatta (pictured) co-founded 605 in 2016, and stepped down last September to 'pursue his passion for start-ups and new ventures'. He previously spent a decade at Cablevision, where he latterly served as President of Media Sales, responsible for overall media sales strategy, technology, budget and results. Earlier, he was SVP/General Manager of digital marketing agency GSI Studios (part of now eBay owned GSI Commerce); COO of the TV and digital media division of Lagardere Media; and SVP, Interactive Entertainment at USA Networks' digital media and tech division. Earlier he held senior roles at digital media agency Concrete Media; and ran corporate marketing for the tech services division of IBM.

In his new role, Tatta will lead SMI's growth in the US, having already contributed to the development of a suite of new products. He reports to Global CEO James Fennessy, who comments: 'As we expand into new verticals we were looking for a senior executive who is trusted and respected in the industry, by media buyers, sellers and the measurement community. Ben has the perfect mix of experience and a unique skill set, which will help to propel the growth of the company through new and innovative partnerships'.

Web site: www.standardmediaindex.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.