Summary:

Former execs from Google (NSDQ: GOOG), Yahoo (NSDQ: YHOO), Microsoft (NSDQ: MSFT) and iCrossing are pulling the curtain up on a new venture…

Jeff Pruitt, CEO, Tallwave

Former execs from Google (NSDQ: GOOG), Yahoo (NSDQ: YHOO), Microsoft (NSDQ: MSFT) and iCrossing are pulling the curtain up on a new venture called Tallwave, a start-up that aims to incubate other start-ups in the online ad space and assist established agencies better integrate their digital services. The Phoenix-based company confirmed an earlier report in VentureWire (sub req.) that it has raised $1.2 million from unidentified venture firm and individual investors. In a statement, former iCrossing president Jeff Pruitt, who left the post a year ago this month, said, that “Small agencies, and traditionally-built agencies, in particular, were looking for help in understanding and executing successful digital marketing campaigns.” The company said it would offer business development services as well.

Aside from Pruitt, Tallwave’s other founding partners include Dan Boberg, a former Yahoo Professional Services VP; Jen Dorre, former Microsoft Paid Search Advertising Sales Director; and Eric Facas, a former senior Google sales executive.

Pruitt had been at iCrossing for nine years. Separately, the online agency has ramped up efforts to find a buyer since December.

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