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

Mezzanine File Support in Pre-Roll (VAST 4.0)

(March 18, 2019)

Thanks to the Mezzanine file, your viewers can now have an ultimate video experience. This high-quality file supports long-form content video advertising across platforms and high-resolution screens. It is not played directly but is used to generate files best suited for the environments in which they play.

Optimize your video campaigns.

Targeting by the Versions of Device Platform and Browser

(March 12, 2019)

Technical targeting has become even more granular and accurate - you are now able to reach a carefully selected audience that uses a certain version of the browser or the operating system. Users can be targeted by the specific version, from and up to the specific version, or a range of versions. 

Refine your targeting strategies.

Site Tracking: Automatic Archiving of 1 Year No-Stats Tracking Points

(March 15, 2019)

To improve your workflows and save you time, the tracking points that had no stats for the last year will automatically be moved to the archive. If you do not move them back to the "In Use" tab, they will be deleted 7 days later. This automatic archiving and deleting will also help you to avoid reaching the tracking point limit and ensure that you have enough space for the valuable new ones. To protect inactive yet important tracking points, you can mark them as exceptions.

Read more about archiving and deleting tracking points.

Publisher Edge

Introduction of Autoplay Tag Parameter

(March 15, 2019)

You now have a possibility to determine the value of the impression by identifying whether a video ad was played automatically or following a click. To do that, a new Autoplay tag parameter needs to be added into the tag URL. The new functionality is a part of a prestigious Media Rating Council accreditation that demonstrates Adform's commitment to maintaining the highest quality standards. 

Track your video ads performance.

Mezzanine File Support in Pre-Roll (VAST 4.0)

(March 18, 2019)

Mezzanine file support comes with a number of benefits: it supports long-form content video advertising across platforms and high-resolution screens, provides viewers with an ultimate video experience, and gives you an opportunity to offer better value for advertisers. The high-quality Mezzanine file is not played directly but is used to generate files best suited for the environments in which they play.

Find out more.

Updates to Come

Device Vendor and Device Model in Buy-Side Custom Reports 

Following the release, you will have more opportunities to optimize your campaigns by analyzing new RTB targeting criteria. Due to recent extensions of RTB device targeting possibilities, a new set of dimensions will be added to the Custom Reports Builder. You will be able to break campaign data by the Device Vendor and Device Model.

Currency Information in Master Data Service 

If you run ads in different regions, it's hard to remember the currencies of all campaigns. To make your workflows more efficient, you will soon be able to receive not only cost but also currency information with your Master Data service. Currency name and code will be available in campaigns.json and campaigns.xml files within the meta.zip file. 

Possibility to Define a Protocol for 3rd Party Banners

To enable you to target placements with specific protocols and get optimal results from your ads, Adform will provide you a possibility to define the type of a 3rd party instream ad. Currently, Adform DSP bidding platform treats all 3rd party video ads as VPAID but soon you will be able to set one of the following VAST types: VAST, VAST+VPAID, or VAST Audio. 

Advanced Lookalike Settings

The new release will allow you to find and target lookalike audiences by specifying the exact criteria. Once the Lookalike Extension is enabled, you will have an option to select what traits the lookalike audience must have, define the period, and limit the number of UIDs. 


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.