Conshohocken startup iQ Media is using its innovative TV-audience measurement tools to cash in on the trend of firms looking for ways to copy the Google and Facebook models to better target their desired demographics, writes Bob Fernandez for Philly.com.

“There is this huge movement to take what we learned in digital through browsers and apply it to TV,” said Kevin Kohn, iQ Media’s CEO. He added that currently there is a vast convergence between online and TV.

Kohn is one of the best examples of this, as he previously worked as chief revenue officer at Lotame, the data-management platform aimed at markers, ad agencies, and publishers.

It analyzes content consumption on mobile phones and laptops and then pushes advertisements directly to targeted groups of consumers.

iQ Media tracks live TV feeds for company logos and any on-air mentions. The company then ties that TV advertising to either website traffic or shoppers in retail stores.

iQ currently has around 400 clients, including chemical company 3M, the National Hockey League, and DreamWorks.

“The big challenge with TV is that it’s the black box,” said Kohn. “You’re spending a fortune on advertising, but you don’t know what direct impact it has on your business.”

Read more about iQ Media at Philly.com by clicking here.