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Imgis, Cupertino, Calif., has changed its name to AdForce–the same name as its centralized ad management service–and has raised $20 million in funding, much of it from America Online. It also has signed Netscape’s Netcenter, the browser company’s entry into the portal competition, as a client.
Chuck Berger, chairman and CEO of the 3-year-old company, said the switch was made to capitalize on the more easily recognizable brand name.
AdForce, which competes with the DoubleClick DART management service, is a centralized system that doesn’t require sites to serve their own ads.
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