The company was founded by Jarvis Coffin, David Stein and Bob Hanna, and based in Katonah, New York.
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Although most contemporary accounts are no longer available online, the Weizmann Institute of Science published an academic research paper documenting the launch of the first ad server.
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The Steelbergs have backgrounds in building market-changing businesses including dMarc Broadcasting, developer of a technology platform related to radio advertising (sold to Google in 2006); 2Can Media, one of the first and largest Internet advertising sales organizations (sold to CMGI in 1999); and AdForce, the world’s largest independent ad serving and management solution at the time of its sale in 1999.
AdForce (formerly ADFC on NASDAQ), founded by the Steelbergs in 1995 and grown into the world’s largest centralized independent ad serving and management solution, was acquired by CMGI after going public for more than $500 million in 1999.