AdForce said it acquired
Imperative! Internet Solutions, including Imperative’s proprietary database
for targeting addresses on the Internet. Financial terms of the transaction
were not disclosed.
Imperative’s database makes it possible to research geographic and SIC code
information about Internet protocol (IP) addresses with a high degree of speed
and accuracy. The database, which was created by researching and compiling
publicly available information, will allow AdForce’s centralized ad-serving
technology to better customize online ads based on the location and type of
business of the Internet user requesting a Web page, the firm said.
Helping AdForce to integrate Imperative’s technology into the AdForce third-
party ad management system will be Todd Kaufmann, former chief technology
officer of Imperative, who has joined AdForce’s technology team at the firm’s
data center located in Costa Mesa, CA.
“Advertising to a geographically-targeted audience is one of the mainstays of
the advertising business,” said Chuck Berger, chairman and CEO of AdForce.
“Billions of dollars are spent annually to advertise in local newspapers
and on local TV and radio stations. We make it possible
for advertisers to buy targeted Internet ads to compare multi-media buys by
AdForce is an end-to-end online ad management service that features advanced
inventory management and targeting capabilities and allowing agencies to
maintain control over complex campaigns, enabling real-time optimization.