Videology is an advertising software company based in New York City. It was founded in 2007 as Tidal TV and launched a Hulu competitor in 2008. In 2012, it was rebranded as Videology and now develops software that sends ads to specific demographics within an audience of video viewers, performs analytics, and other functions. The idea for Videology was conceived in 2006 when founder Scott Ferber heard AOL Time Warner CEO Jeff Bewkes express concern that distribution of television content online might reduce cable subscriptions. Videology was initially founded to develop software to stream television programming online. The company officially began operations in 2007 under the name Tidal TV. It was founded in Baltimore by Ferber. In its first year of operation, Tidal TV raised $15 million in venture funding. Beta testing of its video streaming software began in 2008. In June 2008, the company launched a free television-watching site that competed with sites like Hulu and Joost. According to US News & World Report and Read Write Web, the website had a good selection of channels and ran smoothly, but was not well-known. At the time Hulu was still in beta and shortly afterwards introduced a user interface similar to Tidal TVs. Tidal TV served 84,000 viewers in its first month, compared to Hulus 9.7 million viewers during the same time period. However, Tidal TV continued to expand its programming and staff. By 2009, it was selling specific demographic audiences to advertisers using algorithms and analytics. The company had just 40 employees in 2010 and 80 by 2011. Another $30 million in funding was raised in March 2011 and by 2012 it had $200 million in revenues.