Adform
{{short description|Danish digital advertising technology company}}
{{Multiple issues|
{{COI|date=May 2018}}
{{advert|date=May 2018}}
}}
{{Infobox dot-com company
| name = Adform
| logo = Adform logo.svg
| foundation = 2002
| location = Copenhagen, Denmark
| num_employees = 650+ (2022)
| area_served = Worldwide
| founder = Gustav Mellentin, Jakob Bak, Stefan Juricic
| CEO = Troels P. Jensen
| industry = Online Advertising
Digital Marketing
Ad serving
Software as a Service
Display advertising
| url = https://adform.com
}}
Adform is a global digital media advertising technology company specializing in real-time programmatic marketing automation technologies. Its operations are headquartered in Europe.{{Cite web|url=https://www.gartner.com/en/documents/3957307/magic-quadrant-for-ad-tech|title=Magic Quadrant for Ad Tech|website=Gartner|language=en|access-date=2019-11-01}} 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 devices.{{Cite web |title=Magic Quadrant for Ad Tech |url=https://www.gartner.com/en/documents/4007307 |access-date=2022-05-23 |website=Gartner |language=en}}
Operation
- 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.{{Cite web|url=https://site.adform.com/knowledgecenter/thought-leadership/|title=Thought Leadership|website=site.adform.com|language=en|access-date=2019-11-01}}
- 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{{Cite web |date=2021-09-05 |title=The Red Dot Design Awards announces Adform FLOW as winner of Communication Design Category 2021 |url=https://campaignme.com/the-red-dot-design-awards-announces-adform-flow-as-winner-of-communication-design-category-2021/ |access-date=2022-05-23 |website=Campaign Middle East |language=en-US}} and a 2022 iF Design Award.{{Cite web |title=Adform's ID Fusion Platform Wins Drum Award For Bringing Order to the Identity Ecosystem |url=https://site.adform.com/company/press-releases/adform-s-id-fusion-platform-wins-drum-award-for-bringing-order-to-the-identity-ecosystem/ |access-date=2022-05-23 |website=site.adform.com |language=en}}
The company was the first pan-European DSP.{{cite web |author=Ad Tech Daily |date=22 November 2011 |title=Adform Revolutionizes European Display Advertising by Launching the First Pan-European Demand Side Platform |url=http://www.adoperationsonline.com/2011/11/22/adform-revolutionizes-european-display-advertising-by-launching-the-first-pan-european-demand-side-platform/ |work=Ad Tech Daily}} 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.{{cite web |title=Adform New Funding |url=https://www.exchangewire.com/blog/2015/12/16/funding-for-expansion-and-development-qa-with-gustav-mellentin-ceo-adform/ |work=ExchangeWire.com}}{{cite web |date=2 December 2015 |title=150 mil. DKK in funding |url=http://borsen.dk/nyheder/avisen/artikel/11/128169/artikel.html |work=Borsen.dk}} In 2018 an IPO was announced, but later postponed due to uncertainty and volatility in the financial markets at that time.{{Cite web |last=A/S |first=Adform |date=2018-12-04 |title=Adform postpones its Initial Public Offering |url=http://www.globenewswire.com/news-release/2018/12/04/1661735/0/en/Adform-postpones-its-Initial-Public-Offering.html |access-date=2019-07-13 |website=GlobeNewswire News Room}} In April 2019, Adform received an external investment from GRO Capital for an undisclosed amount.{{Cite web |title=Adform Receives Strategic Investment from GRO Capital |url=https://site.adform.com/company/press-releases/adform-receives-strategic-investment-from-gro-capital/ |access-date=2019-07-13 |website=site.adform.com |language=en}} In April 2020, Troels Philip Jensen replaced Gustav Mellentin as CEO of Adform.{{Cite web |title=Adform Welcomes New CEO |url=https://finance.yahoo.com/news/adform-welcomes-ceo-201500026.html}}