The company was the first pan European DSP, and has built a name for rapid growth, innovation and making an investment heavily in sophisticated RandD. All three of the agency’s original founders are still involved in management roles and 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.
In 2018 an IPO was announced, but canceled due to market conditions. Instead of that an external investment of non disclosed amount by GRO Capital was done in April 2019. Adform was based in 2002 in Copenhagen, Denmark, by Gustav Mellentin existing CEO, Jakob Bak current CTO and Stefan Juricic present CPO. The company was in the beginning founded to carry ad serving but later grew to become a media agnostic tech vendor focusing on banner ads, mobile commercials, and electronic advertising. Adform at the beginning concentrated exclusively on the buy side technique and worked predominantly with advertisers and businesses. In 2014 Adform launched its stand alone DMP and in 2015 Adform added additional writer facing answers by way of its Publisher Edge solution.
Under the banner of its Integrated Advertising Platform, Adform adds an extensive paid media offering for advertisers, agencies, consultancies and publishers. The company specializes in Real time bidding and Programmatic media. When Adform introduced in 2003 they were concentrated on proposing ad serving which was supplemented by making plans in 2005. These two were the Company’s primary focus until 2010 when Adform added Rich Media and initiated a thorough RandD focus. This not only led to a serious increase in staff, it also drove the company’s expansion into new markets and market areas. In 2011 the company introduced its Demand side platform, which was followed in 2012 with a Private Marketplace.
In 2013 the agency added a Rich Media DSP and 2014 saw the creation of their Data Management Platform. In 2015 the agency introduced its Programmatic Publisher Ad Server, Supply Side Platform, and Automated Guaranteed products. In 2016 Adform multiplied with new cross device choices, extended electronic out of home and programmatic print capabilities. In 2019 Adform re branded its Advertiser Edge and Publisher Edge choices as the Integrated Advertising Platform and the Integrated Advertising Platform for Publishers in consciousness of the industry’s need for more holistic advertisements solutions. Adform’s dominant product line, the Integrated Advertising Platform, includes a stand alone Ad Server, Demand Side Platform, and Data Management Platform which are also purchased and used as a single holistic paid media platform.
2019 also saw Adform unlock a new Creative based providing, DCO Pro, its own committed cross device solution, and an up-to-date AI answer. The combination of DSP and DMP as a Strong Performer in both Forrester Wave reviews made Adform one of only four commercials generation companies identified in both reports. 2017 also saw the agency become one of the vital first advertisements era companies, and the first dedicated DSP to secure Media Ratings Council accreditation for viewability dimension across Desktop, Mobile Web and App environments for both Display and Video ads. In 2018 and again in 2019 Adform as featured as a Leader in Gartner’s Magical Quadrant for Ad Tech.
