Activate.net and AdForce, both majority-owned companies of
CMGI (SALN), on Monday agreed to jointly develop technology to dynamically serve
streaming media ads.
Activate.net brings its technology for serving audio and video streams to
the deal, while AdForce contributes ad delivery and reporting.
Internet companies have been rushing to develop advertising solutions for
streaming media, as the percentage of users with broadband access
increases, and as video-based content companies seek to monetize their traffic.
RealNetworks (RNWK)
, Microsoft (MSFT)
, and many of the major advertising players — including Engage (ENGA)
and 24/7 Media (TFSM)
— have struck agreements and developed technology aimed at exploiting
streaming media.
“Advertisers have long desired an online solution that could captivate an
audience as effectively as television,” said Chuck Berger, chief executive
officer of AdForce.
“Through this partnership, AdForce and Activate.net will create and deliver
digital advertisements that approach the depth and flavor of television
commercials, while allowing advertisers to utilize the unique advantage of
the Internet as a fully interactive medium.”