AdForce, WorldGate Join for Interactive TV Ads

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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.