ExchangeWire, Romany Reagan

April 12, 2019

Adform, one of the world’s leading independent advertising technology platforms, announced GRO Capital has injected significant funds in the company as it announces new shareholders. GRO Capital will partner with existing shareholder VIA equity and Adform’s management team to continue the growth as a global independent industry-leading company.

Original text:

Adform Secures Investment Highlighting Positive Future for Ad Tech 

Adform, one of the world’s leading independent advertising technology platforms, announced GRO Capital has injected significant funds in the company as it announces new shareholders. GRO Capital will partner with existing shareholder VIA equity and Adform’s management team to continue the growth as a global independent industry-leading company.

Adform reveals this strategic financing against the backdrop of global uncertainty across the advertising ecosystem. The investment enables Adform to offer a transparent alternative to the walled gardens provided by large technology players. The ad-tech company has long bucked the trend of feature growth through acquisition, instead focusing on building their entire technology platform in-house. This ground-up approach means data flows seamlessly between all parts of the platform, more efficient workflows, and consistent metrics across the platform. The ‘built as one platform’ approach has allowed Adform to define the Integrated Advertising Platform (IAP) as a new category, which directly addresses many of the critical issues facing the current digital advertising ecosystem. The Integrated Advertising Platform consists of tools supporting the full digital planning process, starting with ad serving and robust creative, followed by activation through the demand-side platform, with added targeting and insights possible through the data-management platform.

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