Former AdForce Execs Start New Web App Company

Three former executives of online advertising management company AdForce Inc. -- including both of its co-founders -- launched Winfire, a new consumer Web software company.

The company said it plans to unveil a free, downloadable Personalized Browser Assistant this summer, and is currently engaged in developing partnerships with content and e-commerce Web sites.

Web users can register at to receive information in the near future about the upcoming product introduction. Leading the Winfire management team are David Kopp, Chad Steelberg and Ryan Steelberg. Kopp, former director of product management for AdForce, will serve as Winfire's CEO. Chad Steelberg, co-founder and former CEO of AdForce, will become chief technical officer and chairman, and Ryan Steelberg, also an AdForce co-founder, will serve as director of Winfire.

Winfire said it has received $4.5 million in first-round funding from IMI III, a venture fund.

"Our vision for Winfire is simple," said Kopp. "We're here to develop software applications that allow consumers to get information when, where and how they choose to receive it, which we will accomplish by shortening the distance between people and information."