Dave Morgan, whose roots in the newspaper and interactive-media communities run very deep, is launching a new company — this time targeting television promotion and advertising.

The new company, Simulmedia, is expected to formally launch later this year (although it was announced today). It closed this week on $4 million in funding this week from Union Square Ventures, an early-stage VC in New York, and Avalon Ventures, a similar fund based in San Diego.

Morgan brought behavioral targeting to the newspaper industry long before its time with Tacoda, an Internet advertising company and network that he launched in 2001. (The BT network at Tacoda kicked off in 2005.) He sold the company to AOL in 2007 for $275 million.

In 1998, Morgan founded Real Media, an ad placement and serving system. He had been general counsel and director of new media ventures for the Pennsylvania Newspaper Association from 1991 to 1995, and helped launch more than a dozen new-media businesses. He told Advertising Age in 1998 that he realized media executives were having a lot more fun than litigators, so he joined the PNA.

“Some (newspapers) would do a great job” developing new-media ventures, “but at least as many would do a very poor job,” he said. So he launched Real Media to help newspapers place and sell ads. Real Media was acquired by 24/7 in Oct. 2001 in an all-stock deal for $1.9 million; global advertising giant WPP later bought 24/7 Real Media for $649 million in May 2007.

Simulmedia will work “to put the right program promotion in front of the most likely potential viewers using only aggregated consumer and industry environmental data,” the company’s announcement said today.

The company, based in New York, “is currently ramping up its launch team of scientists, researchers, engineers and operations executives who are developing Simulmedia’s first-generation product,” it said.