Online advertising startup Tumri has hired another executive with big internet company experience. Former Platform-A (NYSE: TWX) SVP Michael Peralta (pictured, right) will be Tumri’s chief revenue officer. He joins former Yahoo SVP for business operations Jeff McCombs, who was hired just last month to be the company’s CFO. Tumri’s technology lets advertisers target their online display ads by changing components of the ads based on who is looking at them and how those different components are performing. The concept is still new and Peralta said in an interview that he would spend much of his time trying to promote it.

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Peralta left Platform-A in late March, as part of an executive shuffling by Greg Coleman, then Platform-A’s president. New AOL CEO Tim Armstrong has since replaced Coleman with Google executive Jeff Levick. Asked about his thoughts on the latest Platform-A reorganization, Peralta said, “It’s tough for me to say now that I’m on the outside looking in. One thing I can say is I have heard from folks there that they’re very positive about what Tim is doing.”