AdForce

Joined AdForce pre-IPO while it was going through a transition from small under-funded startup to recently funded number 2 in the market.
The challenges were: new customers, new products and ability to meet the increased demand for more and more ad serving.
AdForce went from serving 40 Million ads a day to serving 600 Million ads a day in 6 months.
AdForce went through 2 product cycles for the main product and introduced 3 new products in 6 months.
See samples of Product Marketing Documents below.
And went public and were acquired within 12 months of my joining them...

Vision

Scalable Online Marketing Infrastructure.

Handle the needs of multiple parties:

Advertisers, Agencies - buying space.

Web Sites, Rep Firms - selling space.

Target, Track and Serve the ads.

Faster, cheaper and better than in-house, site side solutions. Better than DoubleClick, FlyCast, RealMedia, etc.

Experience

	Scaled by over 15 times over 6 months
	Met the needs of Web Sites and Rep Firms. Served 3 of the top 10 sites.
	Released 2 versions of the main systems. And a new Tracking service (TrackForce).
	Improved the reliability and speed of serving.
	Established a product marketing process, defined the templates, approach and executed across functional teams

Overall Product Concept

Centralized Ad Serving for Advertisers and Web sites

Examples of Product Marketing Documents:

Overall Products Plan - Schedule - Details - (This is no longer confidential)

Corporate Competitive Analysis - AdForce vs. DoubleClick

Market Requirements Doc - (MRD) - RegForce

Update for Sales Force - Q1 '99 - AdForce

User Interface for Campaign Management - Version 3.0

This was far better than the competition. More efficient, more sophisticated.

Consistently won rave reviews from existing and new customers.

The one handicap was its reliance on Java, which reduced its reliability.

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This site was last updated 10/31/01