Finnish Publishers United to Create Marketplace Built on Adform Automated Guaranteed

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Finnish Publishers United to Create Marketplace Built on Adform Automated Guaranteed

10 of Finland’s largest publishers have come together to create a common marketplace for the first time leveraging the power of Adform Automated Guaranteed to streamline buying of digital advertising


31 August, 2016, Copenhagen - Adform (, the independent and open full stack ad tech platform, has been selected by a consortium of Finland’s 10 largest publishers (Sanoma Corporation, Alma Media Corporation, Otavamedia Ltd, Aller Media Oy, A-lehdet Oy, MTV Oy, KSF Media Ab, Kaleva365 Oy, Improve Media Oy and Keskisuomalainen Oyj) as the tech provider for their creation of a new common marketplace.


The marketplace, which will enhance efficiency and transparency within the market, will deliver a common tool that accelerates the booking and buying process and has been highly sought after by media buyers. It also responds to the growing threat of large global search and social media players that have been interjecting themselves between publishers and advertisers.


“It’s really great that the local publishers are combining forces and have selected a common tool for automated guaranteed. There has been a need for a fast booking and buying process for quite some time and we are eager to start using this new platform. This is a highly anticipated development for the market.”

- Antti Kallio, CTO of media agency Dagmar  


Automated Guaranteed, part of Adform’s Publisher Edge platform, replaces the slow and convoluted process of direct trading, automating the media buying and selling process. It enables advertisers and agencies to discover, negotiate and purchase premium publisher inventory through one unified user interface saving time and providing publishers with the opportunity to highlight and promote new inventory combinations.


"Our goal is to make it easier and more efficient to buy media space. Automated Guaranteed is in a development phase globally, so it is great to see Finnish media companies and agencies promoting progress in this together with Adform’s expertise.”  

- Hans Edin, Chief Commercial Officer, Sanoma Media Finland


“A unified marketplace brings previously impossible levels of access to premium Finnish inventory and we see Adform’s technologies as a key part of that transition.” –Johanna Vartiainen, Director of Digital Ad Operations and Development, Alma Media


Automated Guaranteed allows clients to successfully set up high impact, mobile and video campaigns across desktop and mobile devices, while providing valuable availability forecasts and detailed reporting features. This allows clients to pull actionable pre-campaign, mid-campaign and post-campaign insights.


“With this alliance, Finnish publishers have perfectly illustrated how publishers need to come together, in order to offer a solution, which is easy to use while offering the scale to be efficient and competitive. This is the first step as technology continues to automate the buying process, bridging the gap between digital and traditional channels such as outdoor, print and TV. We look forward to how this will inspire other markets and believe strongly that this is a tipping point in a push back to technologies that liberate and enable instead of confine and complexify the ad buying experience.”

– Adform CMO, Martin Stockfleth Larsen


Join Adform and representatives from the Finnish publisher alliance at dmexco, Germany’s largest Digital Marketing Exposition & Conference, September 14th and 15th for a series of face-to-face sessions. Set up your appointment and view the schedule at




Adform is the leading independent and open full stack advertising technology platform that encompasses data, creativity and trading into one seamless enterprise product suite servicing media agencies, trading desks and advertisers.


All of our products are modular and easily inter-operate with all other point solutions used throughout the digital advertising ecosystem.


Adform was founded in Denmark in 2002 and is one of the world’s largest private and independent advertising technology companies. With offices in 18 countries, Adform has more than 780 employees globally throughout Europe, North America and APAC.


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