In November 1999, Steven Kattner and Dr. Geena Rollins formed Leapfire Technologies to exploit the early, emerging market for what was then called "Contextual Commerce". Leapfire completed the first version of its software by the end of 2000.

The market was not ready for this kind of service at that time. Still, Leapfire plowed ahead, by expanding, refining, and perfecting its offering.

Fast forward to Spring of 2003. Things are much different today.

The market is now called "Contextual Advertising" and Leapfire is prepared for this new opportunity.