Adform Launches Global Programmatic Publisher Ad Server
Solution Provides a Single Platform for Trafficking and Optimizing Yield Between Both Programmatic and Guaranteed Deals
Copenhagen and New York, NY – Adform, the premier ad tech partner for publishers, global media agencies, trading desks, and advertisers, today announced a new ad server for publishers around the world looking to maximize yield and increase sell-through rates. Adform’s Programmatic Publisher Ad Server (PPAS) is an innovative option for publishers looking to leverage inventory, traditional sales workflow and programmatic channels.
PPAS is powered by Adform’s Perfect Priority technology, which allows guaranteed deals and real time bidding to compete on every impression. The system compares line items in real time, determining which deal will yield the highest CPM while ensuring the delivery of direct sold campaigns and full brand protection at all times. PPAS also includes robust forecasting tools for both direct sold and programmatic channels, giving publishers the ability to know exactly what to promise clients.
“Many publishers have been slow to adopt programmatic strategies because of the perceived threat they pose to existing, high value direct sales channels. We created the Programmatic Publisher Ad Server to address these concerns and provide a solution for publishers who want to maintain a direct sales channel, while also embracing the power of programmatic. This new solution ensures that publishers maximize yield regardless of whether inventory is sold programmatically or through direct deals,” said Gustav Mellentin, Adform CEO.
PPAS is the first product in Adform’s Publisher Edge solutions suite and is fully integrated with Adform’s Private Marketplace, DMP, extensive creative toolset and soon to be launched SSP. The company has a steady stream of new products planned for release throughout 2015 and continues to focus on ensuring a brand-friendly, fraud-free programmatic environment for its rapidly expanding global client base.
“We’re excited to provide a solution to address the issue of waterfalling and to be simultaneously working to simplify the publisher experience. Over the last few years the number of point solutions in the market has increased rapidly, adding unnecessary complexity to publishers’ existing workflow. Programmatic Publisher Ad Server is a turnkey solution that simplifies this workflow and helps publishers focus on driving bottom line performance,” Mellentin concluded.
According to Tim Gerken, Business Development Director at Jysk Fynske Medier, the third largest media house in Denmark, “We’re excited about the launch of PPAS. Adform’s new solution will enable us to consolidate our entire ad serving efforts in one place while eliminating waterfalling and passbacks. Historically we’ve spread ourselves over a wide range of different platforms. PPAS can improve our workflow efficiency, save us time, and give us a significant increase in our monetization due to Prefect Priority. This prepares us better to act on fast-moving programmatic opportunities while maintaining full control of our guaranteed inventory which in turn gives us a significant competitive edge.”
For more information on Adform’s PPAS, please visit our blog.
Adform is a media agnostic tech vendor for media agencies, trading desks, advertisers and publishers that offers the world’s only programmatic brand-led media platform supporting all aspects of multi-screen brand advertising. The Adform tech stack includes a demand side platform, third party ad server, data management platform, private marketplace, programmatic publisher ad server and a robust creative suite.
Established in Denmark in 2002, Adform now has offices in 15 countries including the United States, United Kingdom, Germany, Sweden, Denmark, Norway, Finland, Spain, Italy, Netherlands, Belgium, Czech Republic, Poland, Lithuania and Belarus.