Every month, we would like to share with you a brief overview of the new changes, enhancements, and product launches from the last month. See what’s new in Advertiser EdgeAudience Base, and Publisher Edge, and take a peek at what’s coming up in the next weeks.

If you’d like more detailed information about any of these new releases or product updates, please contact your local account manager or visit our Help Center.​

Advertiser Edge

Video Ad Verification Support for DSP and TPAS

(August 24, 2020)

To make video buying and ad serving more transparent, Adform has released a special package of video-related features. It includes Adform’s own VAST 4 and OMID based ad verification solution and a new set of video metrics such as AVOC and video quartiles. 3rd party VAST 4 OMID measurement providers such as Meetrics or DV are also supported with some limitations during Phase 1 of the implementation. 

VAST 4 solves many technical issues between publishers and buyers when it comes to ad verification and measurements beyond the standard completion metrics. Custom VPAID solutions are replaced with a single OMID based standard approach ensuring that the technology is easier for clients to compare and verify their results across different vendors. OMID is a universal and open standard that is purpose-built to be easily implemented by publishers in order to increase adoption across the industry. 

The new set of metrics includes viewable quartiles (25, 50, 75%), viewable and audible video completions (AVOC) as well as general in-screen viewability. “Viewable” means that the video is actually appearing on the screen as opposed to running in the background of an inactive browser tab or somewhere in the non-visible area of the website.

Read more in Guide to Video Viewability.

A New Brand Safety and Contextual Targeting Provider: 4D (by Silverbullet)

(August 20, 2020)

We have added even more options to the list of our brand safety and contextual targeting providers. From now on, you can select 4D as your brand safety and contextual targeting (standard and custom categories) provider.

New 4D technology released by Silverbullet uses 1st party data to help marketers contextually target appropriate audiences in a brand-safe, post-cookie world.

Read more in Contextual Targeting and Brand Safety

Cookieless Insights Have Replaced AdTruth 

(August 17, 2020)

To align with changes in Transparency and Consent Framework (TCF) v2.0, AdTruth (Device Insights) has been discontinued and replaced with our new proprietary Cookieless Insights solution. 

Cookieless Insights is a custom Adform solution that provides much of the core value delivered previously by AdTruth. However, Cookieless Insights is TFC 2.0 compliant and uses a simplified approach. Clients using AdTruth have been automatically migrated to the new solution. All other clients can switch it on in the Advertiser settings. 


If you are unsure of how to use or access any of these features, please do not hesitate to contact your local campaign manager who will guide you through and answer any questions you may have.