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Who: Larry Ellison What: CEO Where: Oracle Corp., Redwood Shores, Calif. Why: Ellison led Oracle through its takeover of PeopleSoft, which was completed on June 1; Oracle was ranked the worldwide market leader in relational database management systems in 2004 by IDC, capturing 41.3% of the market (IBM came in second with 30.6%).

Who: Steven Fredericks What: President-CEO Where: TNS Media Intelligence, New York Why: Under Fredericks’ direction, TNS supplies the marketing and advertising industry with ad spending data and market intelligence; TNS added new services including Branded Entertainment reporting and industry-specific categories for ad spending data.

Who: Bill Godfrey What: President-CEO Where: Aprimo, Indianapolis Why: Aprimo strengthened its leadership position in the MRM space with the acquisition of the enterprise marketing solutions business from DoubleClick; it was named "leader" in Gartner’s MRM Magic Quandrant report in February 2005.

Who: Bill Gossman What: President-CEO Where: Revenue Science, New York Why: Under Gossman’s leadership, Revenue Science grew its market position in behavioral targeting with new clients including Washington-Post.Newsweek Interactive, Financial Times and; rolled out new services including Audience Search and audience quality certification through a partnership with Nielsen//NetRatings (see profile, p. 26).

Who: Michael Lawrie What: CEO Where: Siebel Systems, San Mateo, Calif. Why: Lawrie succeeded Tom Siebel as CEO of the CRM software giant last year. Lawrie was previously senior VP-group executive for sales and distribution at IBM. He led Siebel’s growth to $1.3 billion in 2004.

Who: Jeffrey Lunsford What: Chairman, president-CEO Where: WebSideStory, San Diego Why: WebSideStory, which provides Web analytics, launched a successful IPO in September 2004; Lunsford launched an API suite to help online marketers integrate products and services and acquired Atomz, an on-demand digital marketing company.

Who: Dave Morgan What: CEO Where: Tacoda Systems, New York Why: Morgan, who founded Tacoda in 2001, led the company’s growth in behavioral targeting and audience profiling services through new deals with clients including, Cox Newspapers and U.S. News & World Report and rolled out an audience-centric ad network.

Who: William Pulver What: President-CEO Where: NetRatings, Milpitas, Calif. Why: NetRatings, through its Nielsen//NetRatings partnership, provides audience research services for Internet advertisers and publishers. Pulver launched new services including MegaView Travel, MegaView Retail, MegaView Financial and MegaView Search.

Who: Kevin Ryan What: CEO Where: DoubleClick, New York Why: Ryan led Double-Click’s continued prominence in online advertising and e-mail marketing and launched new services including Nielsen DMA targeting and ClearEdge database service; DoubleClick announced plans to be acquired by Hellman & Friedman.

Who: Christopher Saridakis What: CEO Where: PointRoll, Fort Washington, Pa. Why: Saridakis was named CEO of PointRoll, a rich media company acquired by Gannett Co. The acquisition brings new online advertising opportunities on hundreds of publishing sites and will expand Gannett’s advertiser base.

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