May 12, 2008, 12:00 AM

Microsoft exec hired as CEO of social media advertising start up Media6°

Joe Doran, a former Microsoft executive, has been hired as the first CEO of advertising firm Media6°. The new company will provide analytics and consulting for advertisers seeking to capitalize on social media.

Joe Doran, a former Microsoft Corp. executive, has been hired as the first CEO of advertising firm Media6°. The new company will provide analytics and consulting for advertisers seeking to capitalize on social media.

Doran went to work at Microsoft in 1999 and has been general manager of advertising strategy and product management for the software company’s digital advertising solutions division since 2004. Other responsibilities at Microsoft include managing the strategy, development and marketing of Microsoft’s advertising programs, leading the internal development of Microsoft’s display and search advertising units, and helping launch Microsoft adCenter. Doran also oversaw several acquisitions at Microsoft during his tenure there, including Massice Inc. a video-game advertising startup and advertising exchange AdECN Inc.

Doran was chief of staff at MSN in its early years from 2002-2004, where he led strategic planning and business management for the division. Doran also has worked at General Mills as a brand group manager.

Media6° provides marketers with analytics and marketing consulting to help increase responses to web marketing campaigns. The start-up firm is backed by Contour Venture Partners, Coriolis Ventures and other unnamed investors.

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