Adform

Adform

Founded	2002
Headquarters	Copenhagen, Denmark
Area served	Worldwide
Founder(s)	Gustav Mellentin, Jakob Bak, Stefan Juricic
CEO	Troels P. Jensen
Industry	Online Advertising Digital Marketing Ad serving Software as a Service Display advertising
Employees	700+ (2025)
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. ^[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 devices. ^[2]

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. ^[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 Award for the Communication Design Category ^[4] and a 2022 iF Design Award. ^[5]

The company was the first pan-European DSP. ^[6] 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. ^{[7] [8]} In 2018 an IPO was announced, but later postponed due to uncertainty and volatility in the financial markets at that time. ^[9] In April 2019, Adform received an external investment from GRO Capital for an undisclosed amount. ^[10] In April 2020, Troels Philip Jensen replaced Gustav Mellentin as CEO of Adform. ^[11]

References

1. "Magic Quadrant for Ad Tech". Gartner. Retrieved 2019-11-01.
2. "Magic Quadrant for Ad Tech". Gartner. Retrieved 2022-05-23.
3. "Thought Leadership". site.adform.com. Retrieved 2019-11-01.
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. "Adform's ID Fusion Platform Wins Drum Award For Bringing Order to the Identity Ecosystem". site.adform.com. Retrieved 2022-05-23.
6. Ad Tech Daily (22 November 2011). "Adform Revolutionizes European Display Advertising by Launching the First Pan-European Demand Side Platform". Ad Tech Daily.
7. "Adform New Funding". ExchangeWire.com.
8. "150 mil. DKK in funding". Borsen.dk. 2 December 2015.
9. A/S, Adform (2018-12-04). "Adform postpones its Initial Public Offering". GlobeNewswire News Room. Retrieved 2019-07-13.
10. "Adform Receives Strategic Investment from GRO Capital". site.adform.com. Retrieved 2019-07-13.
11. "Adform Welcomes New CEO".