The player: Tara Walpert Levy, president of Visible World

The play: Visible World is a technology company that enables targeted advertising on television and on the Web, tailored by demographics, geography, programming, time of day and other factors. “Visible World is an intelligent advertising platform. What that means is rather than a flat 30-second spot, our intelligence swaps in or edits the ad on the fly so it’s dynamically customized for the audience,” Ms. Levy said. Visible World partners with programmers and cable operators to deliver tailored national, regional or local spots. Via cable operator relationships, Visible World reaches 52 million cable homes. “We partner with them to install our equipment, which is how this customization is possible,” she said

The pitch: “If you want your TV advertising to be effective, or as effective as it could be, you need a system in place that takes advantage of the initial system of TV buying and makes it more tailored and relevant to a lot of different audiences that see your ad at a lot of different times,” Ms. Levy said.

In the mix: Visible World’s solution is broad and stretches across the Web and TV. Competitors include companies like YuMe Networks, which focuses on tailored online ads. “The status quo is advertisers putting out one big splashy 30-second spot that isn’t flexible or customized or fresh for the viewing audience,” she said.

The numbers: Visible World counts more than 200 advertiser partners, including seven of the top 10 automotive companies, eight of the top 10 media companies and four of the top six cable and telecommunications companies. Other national brands using Visible World’s technology include Lenovo, Sears-Kmart and Wendy’s. Lenovo is using Visible World to offer 600 permutations of ads both online and on TV. Lenovo then assesses the response rates online to determine which ads to run on-air. Visible World’s media partners include Comcast, Time Warner Cable, Cablevision, MTV Networks and Fox.

The backstory: The company was founded in 2000 by CEO Seth Haberman with a focus on delivering ads targeted to the household. Over time, Visible World expanded to include online and TV and to targeting by demographics and geography, for instance.

The money guys: Visible World has raised $70 million in venture funding, including $25 million last month in a round led by new investors Adams Street Partners and AllianceBernstein, with existing investors Comcast Interactive Capital, Dawntreader Ventures, Grey Ventures, Leucadia National, Marketing Services Risk Surety, Time Warner, Viacom and Comcast Interactive Capital upping their investments. That money will fund growth, Ms. Levy said. Visible World makes money via license fees.

The pros: “This is a huge market that desperately needs a solution,” Ms. Levy said. “We have an elegant and easy solution to a very big problem in marketing.”

The cons: Madison Avenue doesn’t move quickly to change.

Background: Ms. Levy was born and raised in Massachusetts and earned a B.A. in economics from Harvard University and an M.B.A. from Harvard Business School. She joined Visible World in 2005 after working at McKinsey & Co. and Goldman Sachs. She is married and lives in New York.

Who knew? Ms. Levy was a competitive figure skater until she was 18.