Adform

Adform

Adform

Danish digital advertising technology company

Adform is a global digital media advertising technology company specializing in real-time programmatic marketing automation technologies. Its operations are headquartered in Europe.[1] The company specialized in the creation of technology that helps digital advertisers, agencies, and publishers create, target, buy or sell, and display digital advertising across internet-connected device. The company claims to provide technologies for each stage of the digital advertising process. [2]

Quick Facts Founded, Headquarters ...

Product lines

  • When Adform launched in 2003 they were focused on providing ad serving which was supplemented by planning in 2005.
  • In 2019 Adform re-branded its Advertiser Edge and Publisher Edge offerings as the Integrated Advertising Platform and the Integrated Advertising Platform for Publishers.[3]
  • In 2020 Adform launched an update to its user experience and underlying technology called Adform FLOW which was the winner of the Red Dot Design ward for the Communication Design Category[4] and a 2022 iF Design Award.[5]

The combination of DSP[6] and DMP[7] as a strong performer in both Forrester Wave reports made Adform one of only four advertising technology companies recognized in both reports. 2017 also saw the company become one of the first advertising technology companies and the first dedicated DSP, to secure Media Ratings Council accreditation for viewability measurement across Desktop, Mobile Web and App environments for both Display and Video ads.[8] In 2018, 2019, 2020, and 2021 Adform was featured as a Leader in Gartner's Magical Quadrant for Ad Tech.[9][10]

Markets

Adform has offices in 28 countries.[11]

Company Affairs

The company was the first pan-European DSP.[12] A Series B round of funding for US$5.5 million was closed in early 2014 followed by a 150 million Danish Kroner (US$21.5 million) investment by Danica Pension in late 2015.[13][14] In 2018 an IPO was announced, but later postponed due to uncertainty and volatility in the financial markets at that time.[15] In April 2019, Adform received an external investment from GRO Capital for an undisclosed amount.[16] In April 2020, Troels Philip Jensen replaced Gustav Mellentin as CEO of Adform.[17]

References

  1. [1]
    "Magic Quadrant for Ad Tech". Gartner. Retrieved 2019-11-01.
  2. [2]
    "Magic Quadrant for Ad Tech". Gartner. Retrieved 2022-05-23.
  3. [3]
    "Thought Leadership". site.adform.com. Retrieved 2019-11-01.
  4. [4]
    "The Red Dot Design Awards announces Adform FLOW as winner of Communication Design Category 2021". Campaign Middle East. 2021-09-05. Retrieved 2022-05-23.
  5. [5]
    "Adform's ID Fusion Platform Wins Drum Award For Bringing Order to the Identity Ecosystem". site.adform.com. Retrieved 2022-05-23.
  6. [6]
    "The Forrester Wave: Omnichannel Demand-Side Platforms, Q2 2017". www.forrester.com. Retrieved 2017-12-27.
  7. [7]
    "The Forrester Wave: Data Management Platforms, Q2 2017". www.forrester.com. Retrieved 2017-12-27.
  8. [8]
    "Accredited Services". mediaratingcouncil.org. Retrieved 2017-12-27.
  9. [9]
    "Adform Named Leader in AdTech by Gartner Magic Quadrant 2019". www.martechadvisor.com. Retrieved 2019-11-01.
  10. [10]
    "Adform AGAIN named a LEADER in the 2021 Gartner MQ for Ad Tech". Retrieved 2022-05-23.
  11. [11]
    "Adform - Global Offices". adform.com.
  12. [12]
    Ad Tech Daily (22 November 2011). "Adform Revolutionizes European Display Advertising by Launching the First Pan-European Demand Side Platform". Ad Tech Daily.
  13. [13]
    "Adform New Funding". ExchangeWire.com.
  14. [14]
    "150 mil. DKK in funding". Borsen.dk. 2 December 2015.
  15. [15]
    A/S, Adform (2018-12-04). "Adform postpones its Initial Public Offering". GlobeNewswire News Room. Retrieved 2019-07-13.
  16. [16]
    "Adform Receives Strategic Investment from GRO Capital". site.adform.com. Retrieved 2019-07-13.
  17. [17]
    "Adform Welcomes New CEO".
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