February 25, 2017 1:05 PM ET

Internet Software and Services

Company Overview of Extreme Reach, Inc.

Company Overview

Extreme Reach, Inc. provides video advertising management and distribution solutions that span television (TV), digital, and mobile platforms. It offers an enterprise-class cloud-based video platform that enables a single workflow and unified measurement for TV and digital video advertising, including integrated talent and rights management capabilities that automate processes and solve compliance issues for video advertising across various screens. The company also offers direct response ad distribution and customization services; Source Creative, a source for commercials, such as credits and contact information of key directors, editors, composers, and more; and solutions for distributing ...

75 2nd Avenue

Suite 720

Needham, MA 02494

United States

Founded in 2007





Key Executives for Extreme Reach, Inc.

Co-Founder, Chairman, Chief Executive Officer and President
Co-Founder, Chief Operating Officer and Director
Co-Founder and Chief Technology Officer
Co-Founder and Chief Client Officer
Interim Chief Financial Officer
Compensation as of Fiscal Year 2016.

Extreme Reach, Inc. Key Developments

Extreme Reach Appoints Bill Bagshaw as Chief Revenue Officer

Extreme Reach announced the expansion of its executive team with the appointment of Bill Bagshaw as Chief Revenue Officer, allowing the sales and service teams to each have their own dedicated chief executive. Bagshaw, who brings 20 years of experience in B2B enterprise software sales at Oracle, is now responsible for the entire sales operation at Extreme Reach. Patrick Hanavan, who for eight years has run both service and sales, is now Chief Client Officer in charge of client support and service. Bagshaw comes to Extreme Reach with deep experience in enterprise technology. At Oracle, he drove profitable growth in complex B2B enterprise software markets and led his team’s transition to a cloud business model. He managed the development and implementation of a new sales methodology, which was adopted across Oracle teams.

Extreme Reach Appoints Melinda McLaughlin as Chief Marketing Officer

Extreme Reach announced that Melinda McLaughlin has joined the company as Chief Marketing Officer. McLaughlin brings more than 25 years of marketing and brand building experience in the television and video advertising technology industries. She reports to Extreme Reach's CEO, John Roland, and is a member of the company's executive As the Chief Marketing Officer, Melinda spearheads all aspects of the company's global marketing and communications and is building a team in New York and Needham, MA (company headquarters) that will raise the profile of Extreme Reach to all segments of the advertising ecosystem. In addition, Melinda will play a key role in driving market research, enabling sales, and setting product strategy mapped to market needs. McLaughlin was most recently CMO of Tremor Video.

Extreme Reach, Inc. Introduces Talent and Rights Usage Safety Tracking Tag

Extreme Reach, Inc. announced the introduction of its Talent and Rights Usage Safety Tracking Tag. The “TRUST” Tag enables real-time verification that video ads running on digital media are compliant with talent and rights contract terms. The technology also provides time-sensitive details, previously unavailable, required to ensure on-time payment of performers that appear in the commercials. As the use of TV commercials has expanded across digital devices and media, the details of securing and complying with commercial usage rights have become more complicated, with each additional screen increasing the potential for non-compliance, unexpected contract fees and fines from SAG-AFTRA, ACTRA and other unions. These issues arise because TV and digital campaigns are often handled by different agencies with little transparency or coordination, but digital campaigns rely mostly on TV ad creative. When commercial performers and content licensors sign contracts to appear in a TV commercial, the contracts may exclude authorization for Internet or mobile use, yet now, many of those commercials still run online. The Extreme Reach TRUST Tag resolves this issue by cross-referencing ad impression data against talent and rights contract terms to ensure safe activation and ongoing compliance. The Tag operates similarly to other types of digital ad tags that provide verification, analytics and fraud prevention, so it’s easily compatible across ad servers, publishers and other media vendors. Once activated, it automatically tracks individual impressions across Internet, mobile and other connected media. The data is analyzed in realtime and verifies that each performer, music track and licensed image within a commercial has legal clearance to run online, based on the use and expiration terms defined in the talent and licensing agreements for each ad. Available to advertisers and agencies now, the TRUST Tag is an open solution designed to increase transparency and control for digital advertisers, media and technology companies industry-wide. Extreme Reach provides both the TRUST Tag and compliance reporting to advertisers free of charge. Advertisers and their agency personnel can automatically generate and instantly distribute TRUST Tags for each new commercial, based on the ad’s unique, industry-standard Ad-ID code. As the campaigns run, the compliance data is received in real-time. The Tag is also available free of charge to all third-party ad servers and digital media vendors, so digital impressions can be tracked and verified regardless of how or where the ad is served. For advertisers seeking to address compliance issues more proactively, Extreme Reach also offers an expanded TRUST service that provides greater control and additional capabilities, for a small CPM charge.

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