Former AdForce Execs Open Software Firm

The three executives who founded online advertising firm AdForce Inc. announced Tuesday they are launching Winfire, a software firm based in Newport Beach.

Company officials declined to discuss details about Winfire, which has a staff of 25, or its as-yet-unreleased product line. The firm would only say it plans to develop applications that will make it easier to browse the Web.

Winfire also announced it has received $4.5 million from IMI III, an Orange County venture fund. Winfire said it will use the money for product development and marketing.

Winfire’s management team includes Chief Executive David Kopp, former director of product management for AdForce; Chairman and Chief Technology Officer Chad Steelberg, former CEO and co-founder of AdForce; and director Ryan Steelberg, also an AdForce co-founder.