AdForce, WorldGate Join for Interactive TV Ads

In AdForce LLC‘s latest move to
diversify its ad serving capabilities across multiple platforms, CMGI‘s ad serving firm on
Tuesday teamed with WorldGate Communications
Inc. to deliver targeted ads to the company’s interactive television
system.

AdForce will handle all aspects of ad delivery and management on the
WorldGate system, which operates on digital or analog
set-top boxes, on seven US cable systems and in 13 other nations.

WorldGate’s technology allows users to toggle between TV and Internet
content. Users of the service can play games, chat, and instant message,
among other things.

AdForce will be managing and delivering digital ads to the platform,
including campaign scheduling, profile-based targeting, ad delivery, and
tracking and reporting.

“WorldGate understands that interactive television has the power to
transform advertising as we know it because our technology empowers
interested viewers to easily and instantly link from television programming
and advertising to related content on the Web,” said Bud Breheney, vice
president of advertising at WorldGate.

AdForce already serves interactive television ads for ICTV, PlanetWeb.com and Set-top.com.