April 24, 2014 09:00 ET

Mellie Price Joins Umbel as Chief Operating Officer

Founder and Former CEO of Front Gate Tickets Joins Umbel to Scale Operations and Empower Companies to Maximize the Value of Their Data Rights

AUSTIN, TX--(Marketwired - Apr 24, 2014) - Umbel, a smart data company that helps monetize and grow premium audiences, announced that it has named Mellie Price as the company's Chief Operating Officer. Price is a world-class executive with vast experience building and selling companies. She previously founded and served as CEO of Front Gate Tickets, later acquired in a joint venture by AEG & C3. Prior to Front Gate Tickets, Price sold her first company to Human Code, an Austin Ventures portfolio company, later acquired by Sapient. She is an active supporter of the Austin entrepreneurial community and serves as an investor and lead mentor for Austin's startup accelerator Capital Factory.

Umbel's addition of Price comes at a time of rapid expansion. The company has recently paired with leading event and entertainment powerhouses SXSW and Austin City Limits Live at The Moody Theater to uncover audience insights and drive customer growth. Umbel also works with some of the world's leading media companies including O'Reilly and Vox Media, and utilizes data to drive key behaviors, including ticket sales for Circuit of the Americas, the Washington Redskins and more.

"We are beyond thrilled that Mellie is joining Umbel," said H.O. Maycotte, CEO of Umbel. "At this inflection point, where we are poised for massive growth, Mellie will play a vital role in overseeing client success and retention, the lifeline of our business."

"I have been actively involved with Umbel as both an investor and strategic advisor, and I can say firsthand that this is an extraordinary company with a phenomenal product," said Price. "I'm honored to join the Umbel team and focus on making our clients the happiest, most data rights savvy organizations on earth."

In the role of Chief Operating Officer, Price will utilize her experience as a founder and executive, as well as her history of bringing leading solutions and services to the world's biggest brands. She will drive client success, strategic partnerships, channel management and acquisitions.

"Umbel is positioning itself as the global leader in the management of data rights," said Tom Meredith, who serves on Umbel's board of directors. "Possession and control of data rights will define the successful businesses of the future, and with Mellie on the executive team, Umbel will accelerate their ability to scale the business."

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About Umbel

Powered by the Digital Genome® technology, Umbel helps companies identify, monetize and grow premium audiences. Correlating first-party and cross-channel data, Umbel's platform delivers actionable and intelligent insights across web, mobile, local and global audiences. The smart data approach allows clients to drive premium ad sales, prove audience value, and acquire high-value audience segments. Umbel's flexible and intuitive interface help sales, product and marketing teams at premium content providers gain a deeper understanding of their audiences and transform insights into business results. Founded in 2010, Umbel is headquartered in Austin, TX. Unlock the secret to identifying and cloning any audience segment, on any device, at

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