AdForce Acquires Imperative! Internet Solutions

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 geography.”

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.