AdForce Offers New Interactive Television Targeting Tool

In an effort to spur interest in interactive television advertising among cable television operators, AdForce LLC , CMGI Inc. ad serving company, Monday launched a new viewer targeting service.

AdForce said this latest phase of its “AdForce EveryWhere program,” gives advertisers increased power to target cable iTV subscribers through a wide selection of digital formats. AdForce touted this technology, dubbed the AdForce iTV solution, as a chance for cable television operators to integrate iTV advertising campaigns into their iTV content offerings. This new advertising revenue source, AdForce claims, will support the delivery of iTV content across cable networks.

Interactive television enables cable subscribers to access the Internet using their television sets, and enables users to toggle between traditional television content and the Web.

“Interactive television promises a new level of communication between advertiser and audience,” said Dee Cravens, executive vice president of AdForce.

“AdForce is providing advertisers the ability to reach an audience with informative, interactive promotions appropriately targeted to enhance, rather than compromise, a subscriber’s experience.”

In a separate announcement, AdForce has partnered with Liberate Technologies in agreement that will let Liberate’s cable network operator clients to deliver advertising to set-top boxes. Liberate offers software to deliver Internet-enhanced content to information appliances such as television set-top boxes and game consoles.

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