Ongoing collaboration allows brands to improve quality and reduce wasted impressions through pre-bid optimizations

Copenhagen - Adform, the only independent, and fully integrated advertising platform built for modern marketing, is proud to expand its long-standing partnership with DoubleVerify (DV), the leading independent provider of digital media measurement and analytics. By extending their partnership, the two companies enable advertisers to protect their programmatic campaigns and ensure the utmost quality of media in new and exciting ways, including for Connected TV advertising.   

Adform has introduced a number of innovative DV products on its Demand Side Platform since the beginning of their collaboration in 2017, most recently launching DV’s industry first pre-bid brand safety and suitability solution for connected TV (CTV) advertising. These products enable companies to obtain 360-degree brand suitability coverage for products and channels from within Adform FLOW and DSP. They also provide companies with enhanced transparency and control over where their ads are shown, all while protecting investments from fraud and invalid traffic impressions.  

 Businesses such as Vodafone, a leading technology communications company, have benefited significantly from the ongoing partnership between DV and Adform.  

“DV’s ABS integration with Adform has reduced our block rate significantly, while also reducing the manual optimizations a trader needs to make,” said Olly Higgs, audience specialist at Vodafone. “This is saving us both time and money.”  

Because of Adform’s integration with DV’s Authentic Brand Suitability product, Vodafone managed to deploy brand safety, suitability and fraud controls across their programmatic buying in Adform’s DSP. This resulted in Vodafone’s average block rate improving from 4.14% to just 1.97%, representing a 200% improvement in workflow efficiency and a reduction in media waste of 2.17percentage points.  

This partnership extension with DoubleVerify demonstrates Adform’s unwavering commitment to providing industry-leading innovation by offering best-in-class solutions that address the biggest challenges facing advertisers.  

As the industry continues to tap into previously unexplored channels, such as CTV, advertisers face an increasing need to protect their new investments,” said Oliver Whitten, COO at Adform “This partnership enables Adform to implement key solutions, such as DV’s brand suitability tool, into its Demand-Side Platform, giving advertisers more control than ever before.”  

“We value our partnership with Adform and our ability to provide industry-leading technology and solutions across their platform,” said Steve Woolway, EVP of Business Development at DoubleVerify. “As CTV grows in popularity across the globe, so too does the number of apps and volume of content. Enabling proper protection and monitoring tools is necessary to ensure a brand’s campaign is both high performing and brand safe. DV is pleased that our first-to-market CTV brand safety and suitability features are available to Adform clients.”  

Since 2017, Adform and DV have partnered to offer DV’s pre-bid and post-bid programmatic solutions to help buyers on the Adform platform to wisely bid on inventory. In April 2021, Adform added support for four new DV products: Custom Contextual, Authentic Brand Suitability, device-level fraud protection and Video Filtering for post-bid blocking.  


About Adform  

Adform is the only global, independent and fully integrated advertising platform built for modern marketing. Its unique enterprise technology – Adform FLOW – harnesses superior user experience and a scalable, modular and open architecture, to enable seamless management of the whole campaign lifecycle. It provides clients with enhanced control and transparency across their advertising operations, including ownership of all data from their campaigns. Since 2002, Adform has developed technology to enhance human/machine collaboration and deliver augmented intelligence, thereby amplifying business results for its clients around the world.  

About DoubleVerify  

DoubleVerify (“DV”) (NYSE: DV) is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments – globally. Learn more at 


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