It’s been twenty-five years since the first ad appeared online. Since then, while there have been significant changes in how we advertise, the core role and function of advertising has remained unchanged - to create positive brand association through a combination of targeted reach and activation.

However, while the main purpose of advertising has remained the same, advertising technology has undergone fundamental changes - evolving over time to enable better addressability and analysis than ever before. But innovation is often followed by complexity, leaving marketers overwhelmed by the choices of solutions on offer. Market conditions haven’t been helpful either, with hidden costs, growing layers within the tech stack, data disunity, and tech incompatibility as factors that have emerged over time to create a growing level of distrust in adtech.

At Adform, we are committed to ensuring that marketers can navigate present challenges and harness the full potential of advertising technology. As an independent programmatic solution for brands and agencies, we do this by fostering trust, transparency, and ownership. We have laid bare the Seven Sins of Adtech in the hope of encouraging brands to make more informed decisions about their digital advertising choices.