Michael Bologna and Jamie Power, the top executives with GroupM's Modi Media addressable advertising unit, are launching their own firm called one2one Media with Cross MediaWorks.
The new company will provide a scaleable addressable video business for agencies and advertisers working with multichannel video programming distributors.
Bologna will be president of the new company and Power will be COO. The company is backed by Cross MediaWorks, a group of advanced advertising companies led by Nick Troiano. Cross MediaWorks is managed by Lee Equity Partners.
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"Cross MediaWorks is excited to launch this ground-breaking company focused solely on advancing the addressable video marketplace," said Troiano, CEO of Cross MediaWorks, in a statement. "The addition of one2one Media, led by Michael and Jamie, to the Cross MediaWorks family strengthens our company's promise to advance the TV and video advertising marketplace."
one2one's addressable video solution will extend across 70 million households in the U.S. with inventory provided by MVPDs including Altice, AT&T, Comcast, Cox, Dish Network and Spectrum Reach.
Read more at B&C.