CLEARFIELD – These days, everything is becoming more personalized.
Cars can remember exactly how we had the pedals and seat adjusted. Our coffee pot knows just when to start brewing. Our televisions even know our favorite programs and how to record them.
In a world where everything is custom-made and personalized, Dave Morgan, a 1981 Clearfield Area High School graduate, thought that advertising should be more personalized, too.
Morgan spoke Sunday at the Clearfield Borough Building as the first speaker in a summer-long series about those who grew up in Clearfield County and went on to do other things.
Morgan is the founder and chairman of TACODA, a company that has developed a way to give people exactly what they want.
How he does that, he told those gathered, is the way of tomorrow.
Morgan said his company has developed the technology so that while watching your favorite television show, you will only see the types of advertisements that interest you.
Buying a new car soon? Those viewers will watch commercials about the newest models. A new baby on the way? They will see advertisements geared toward sales on infant furniture and clothes. Sports fanatic? Then spots for team apparel will emit from their set.
“I think advertising is going to get a lot smaller,” he said.
Morgan started college at the Pennsylvania State University as an engineering major but quickly found out that the major was not for him.
“I decided after about a semester that engineering is more about math than science.”
Morgan’s father, Tom, was district attorney for the county near that time, and the younger said he thought about coming back to Clearfield to practice law.
He attended Dickinson, and after graduating, he practiced law in Harrisburg.
“I found I was getting frustrated giving advice and not having advice taken.”
From there, he worked on his father’s campaign for a higher office, taking a summer off to be a lifeguard. It was during this time that a former client called him for law advice. Morgan explained that his former firm had more than 100 attorneys who could help the budding beef jerky business, but the company wanted him.
Morgan was often paid in beef jerky, a product he took to convenience stores to make a few dollars while he was scraping by as a lifeguard. It was then, though, that a light bulb went off.
“I started realizing I could do anything I wanted to at that point.”
Morgan then worked for the Pennsylvania Newspaper Association as an attorney, and there he found himself becoming more of a businessman.
“There were a lot of people who realized at some point [the newspaper industry] would stop printing newspapers,” he said.
A series of events led Morgan to establish Real Media Inc., a company that specialized in digital marketing. Although Morgan sold is interest in the company long before, he noted that the company sold for $650 million a few weeks ago.
Now, Morgan runs TACODA, a company that developed technology to ensure that advertisers are reaching their intended audience.
Tentative speakers to be scheduled later this summer include a filmmaker and an entrepreneurial woman who developed an exercise program for children.
Watch GantDaily for information on the series.