AdForce plans to launch new ad-targeting product

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AdForce plans to launch a new product codenamed DataForce sometime this fall, leveraging its relationships with Experian and MetroMail to target consumers. AdForce CEO Chuck Berger told Jupiter conference attendees that with the new service, AdForce will have the psychographic demographics of 150 million Americans, with information including gender, income, household size and children in the household. Mr. Berger said he thinks the effect of targeting will cause cost-per-thousand rates to go up by five to 10 times, as effectiveness rates rise similarly.

Copyright August 1998, Crain Communications Inc.

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