Adform Secures Investment Highlighting Positive Future For Adtech

Adform Secures Investment Highlighting Positive Future For Adtech
Issy Cottle
By Issy Cottle
SHARE
THIS



Adform, one of the world’s leading independent advertising technology platforms, has announced GRO Capital has injected significant funds in the company as it announces new shareholders.

GRO Capital will partner with existing shareholder VIA equity and Adform’s management team to continue the growth as a global independent industry leading company.

This announcement coincides with the decision to promote Bartosz Malinowski (featured image) to VP of sales for CEE and APAC regions.

Malinowski, who previously served as VP for Eastern Europe and the Middle East, has been with Adform since 2014 joining from Adobe and prior to that, IBM.

His technical background and successful track record within multinational IT and adtech sales has contributed to his success in senior management roles.

Malinowski will be responsible for overseeing the development of business opportunities through newly expanded Asian regions and across central Europe.

He said: “At such a turbulent time in adtech, I am delighted to be part of a company bucking that trend and am keen to lead business opportunities for Adform across Asia and Europe.

“I’m looking forward to continuing to progress Adform’s presence and deliver exciting solutions and campaigns for our global and local clients.”

Adform reveals this strategic financing against the backdrop of global uncertainty across the advertising ecosystem.

The investment enables Adform to offer a transparent alternative to the walled gardens provided by large technology players.

The ad tech company has long bucked the trend of feature growth through acquisition, instead focusing on building their entire technology platform in-house.

This ground-up approach means data flows seamlessly between all parts of the platform, more efficient workflows, and consistent metrics across the platform.

The ‘built as one platform’ approach has allowed Adform to define the Integrated Advertising Platform (IAP) as a new category which directly addresses many of the critical issues facing the current digital advertising ecosystem.

The integrated advertising platform consists of tools supporting the full digital planning process starting with Ad Serving and robust creative, followed by activation through the demand side platform with added targeting and insights possible through the data management platform.

Adform also welcomes Lars Dybkjær (managing partner at GRO Capital), Lars Lunde partner at GRO Capital) and Torben Munch (former CEO of Itiviti Group AB and COO of SimCorp A/S) to the board of directors.

Munch will also take on the role of Chairman.

Adform also continues its market expansion having opened offices in seven new markets in the last 12 months, including: Dubai, Australia, South Africa, Japan, Estonia, Romania, and China.

To date, the company has grown to around 850 employees and operates in 27 countries, expanding to serve global clients and attract new international customers.

Adform co-founder and CEO, Gustav Mellentin said: “We are very excited about the partnership with GRO Capital and look forward to collaborating to fulfil our joint vision, serving large advertisers, agencies and publishers with our leading software platform across data, creative and trading.

“GRO Capital represents a unique combination of capital and competencies that can support us in our journey to become the leading independent full stack ad tech provider with a global footprint.”

Lars Dybkjær said: “We have followed Adform for many years and are very impressed with its product and blue-chip customer base, which includes some of the largest advertisers and agencies globally.

“This investment is perfectly aligned with GRO Capital’s strategy of investing in outstanding technology companies supporting their transformation and growth ambitions.

“Gustav Mellentin has built a very strong team and assembled a deep bench of highly skilled and ambitious individuals.”

He added: “We really look forward to helping the team build on existing strengths to leverage their position as the leading independent full stack software provider with a high level of transparency, leading data security and privacy standards and strong customer support.”

Please login with linkedin to comment

Adform GRO Capital VIA equity

Latest News

Billie Eilish Teams Up With Nike To Release Vegan Air Jordans
  • Marketing

Billie Eilish Teams Up With Nike To Release Vegan Air Jordans

Influential Singer Billie Eilish is teaming up with Nike for a sustainable sneaker collection. Eilish, who was just named Time’s most influential person of the year announced the ethical sneaker collection on her Instagram. The collection’s sneakers will be 100 per cent vegan, made from over 20 per cent recycled material. Hardly surprisingly, considering, Eillish […]

IMAA Announces New Group Deal Arrangements With Media Research, Planning And Training Companies
  • Media

IMAA Announces New Group Deal Arrangements With Media Research, Planning And Training Companies

The Independent Media Agencies of Australia (IMAA), the national, not-for-profit industry association for the independent media agency industry has announced a series of group deal arrangements for its members, offering them savings on industry reporting, training and media tools. The group deal arrangements, brokered by the IMAA, offer independent media agencies access to reporting and […]

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
  • Media
  • Technology

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp

Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign.  “We thought it would be fun to see some other iconic Australian brands back […]

Connection As Currency – How DTC Brands Are Changing Commerce
  • Opinion

Connection As Currency – How DTC Brands Are Changing Commerce

James Horne (main photo) is the CEO of Balance Internet. In this guest post, he says direct-to-consumer DTC brands that endure past the initial launch have a true differentiation, standing out from competitors by driving connection… We’ve always known that brands need more than a good product and website to stand out from their competitors […]

Opinion

by B&T Magazine

B&T Magazine
Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”
  • Advertising
  • Campaigns

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”

Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
  • Media

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender

Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]

ABC iview Goes Virtual With Fetch TV
  • Media

ABC iview Goes Virtual With Fetch TV

Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]

Jackie Gillies Joins The Acast Creator Network
  • Media

Jackie Gillies Joins The Acast Creator Network

Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief
  • Media

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief

Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]