Adform has recently introduced features in real time bidding. By adding this, it has become the most comprehensive player in online display advertising in Europe and is now also a demand side platform.
The market for so-called ‘real time bidding’ is estimated to represent up to six billion dollars in the US this year alone, and this figure is expected to quadruple by 2015. According to market researcher IDC, this new trend will potentially exhibit the same growth observed in online European display advertising.
Real time bidding has transformed the previous industry standard media buying process; purchasing is performed automatically, based on an exact budget and upon the advertiser’s target audience.
Without having contact with the media where the ads are bought, media agencies and advertisers are now able to conduct their insertions via the online display platform Adform, whereby everything happens in real time as on a stock market, ensuring that prices and objectives are 100% up-to-date. As a result, advertisers’ ROI may be significantly increased, as transparency is greater with targeted purchases and the price per viewing often decreases. Adform’s method also offers time-saving benefits, as it eliminates the need to have a media contact or to negotiate price, and it can be applied to all campaigns regardless of size or economic status.
“We have an extremely strong established position in Scandinavia and, with our take on real time bidding, we have our sights firmly set on the rest of the European market,” says Martin Stockfleth Larsen, marketing director of Adform.
“Our competitors typically offer a platform that only handles media purchases,” explains Jesper Urban, Adform’s product director. “We have a unique platform that supports the entire process of online display advertising from media planning and buying to optimization and reporting. We will do our utmost to save our clients both time and money,” he promises.
Adform offers real time bidding ad purchase through three of the market’s major players, Microsoft Advertising Exchange, DoubleClick Ad Exchange and Appnexus. The ability to utilize Microsoft’s ad exchange is particularly interesting, as Adform is the first player in the Nordic countries to collaborate with the company.
Adform close the loop by integrating media planning, buying, optimization, and reporting for all online display advertising in one place, thus saving an enormous amount of time, money and resources.
Adform’s unique platform incorporates display ad serving, rich media, video, mobile, dynamic ads, personalised targeting, and real-time bidding through integrations with major inventory players, making display advertising simple, relevant and rewarding for media agencies and online advertisers. Adform was established in Denmark in 2002 and now has offices in 10 countries including Nordics, Eastern Europe, UK, Germany, Spain and Italy.