Adform - TFAQs

Posted on Tuesday 14 March 2023 | IAB UK

These FAQs have been developed by IAB UK members from different parts of the industry to help buyers understand more about the companies operating in digital advertising and where value is being added.

Content correct as of March 2023

The questions fall under three different categories


What is your business model and how do you make money?

Adform operates on a technology only business model. Our core business is to market our full stack ad tech platform - for both the Buy- and Sell-side - in a Software-as-a-Service model.

The platform provides tools for advertisers to buy media on digital properties such as websites and mobile applications, and for publishers of websites and mobile applications to offer and sell their advertising space. We also provide tools to manage, buy, and sell data that can be used to ensure that ads are shown to users who are likely to have an interest in a particular ad.

Additionally, Adform offers consulting and managed services for programmatic advertising, including programmatic strategy and operations, data management including data onboarding, segmentation, as well as data activation strategies.

Can you outline the full details of the agreement on a booking form / contract?

Adform’s contractual framework is signed with all clients before the client can use Adform’s platform. The contractual framework consists of a commercial section (IO) and underlying detailed descriptions of the legal terms, the special terms, the SLA and a clear privacy compliance agreement. Within the contractual framework, all clients can also find links to Adform’s policies and help sections.

Will you share who your trading partners are?

Adform’s technology connects and buyers and sellers of digital media. Aside from working with advertisers and publishers directly, Adform also works with agencies, DSPs, SSPs, and resellers. Adform also works with technology partners for viewability and brand safety purposes.  



Do you own the inventory you sell?

Adform is a media agnostic company and does not own inventory.

If you don’t own your own inventory then how do you access inventory and which platforms do you use?

As well as having a propriety SSP, Adform is integrated with several of the major SSPs and Exchanges covering a wide range of publisher sites and media channels.

Do you specify your media placements and positions?

Information on the media placements is received by Adform in the bid requests.

What insights do you provide back to advertisers?

The Adform platform provides Advertisers with a holistic overview of the campaign life cycle, helping them to easily optimize their digital advertising. Clients are offered key metrics such as cost, impressions, conversions, clicks, CTR, and viewability, with actionable analytics to review and block low KPI domains.

Does the inventory you own or access include UGC content?

The inventory partners we work with include sites with UGC content. These are only permitted if the themes match our brand safety criteria.

What brand safety measures do you use?

Adform supports several ways of working with brand safety. Firstly, we support targeting by IAB categories as defined by sellers. Additionally, Adform is integrated with brand safety and contextual providers like DoubleVerify, Grapeshot, Integral Ad Science, Batch Media, and comScore. In the pre-bid stage, the Adform DSP will actively avoid bidding on categories the Advertiser defines as non-brand safe.

Which industry standards have you been certified against?

Adform participates in various initiatives for data security and standardisation. Adform’s certifications and supported standards include the MRC Accreditation, TAG Certification Against Fraud, EDAA Trust Seal Certification, ISO/IEC27001 Information Secuirty Management, TAG Membership, IAB Standards, IAB Gold Standard DSP and SSP, and the JICWEBS Certification. 

Do you have a policy in place for ad-misplacement?

Yes, Adform’s full list of ad quality policies can be found on our website.

Are you happy to share your optimisation tactics?

Adform supports fully automated optimisation through advanced reporting, dynamic creative optimisation (DCO), and a range of bidding algorithms. We are happy to share details of our full suite of AI-powered optimisation tactics. 



Under GDPR what legal basis are you providing your services under?

We collect and process information only where we have  consent (Article 6, paragraph 1 of GDPR) or where we have a legitimate interest to do so.   Adform’s platform was built with “privacy by design” with a strict no PII capture policy along with an ISO/IEC 2700 certification; the best known standard for information management security.

If consent is the mechanism then can you prove how you obtained it?

Adform is a registered vendor under IAB Transparency and Consent Framework 2.0. This means Adform can read and can act upon the TCF 2.0. consent signal that publishers send in the bidstream.

Are you using the IAB Framework?

What other 3rd party data partners require consent for your business to deliver its service?

With data partners, Adform enters into controller-to-controller agreements, which requires both parties are required to have consent.

What do you do with data you obtain from advertiser’s campaigns or data tags?

Adform stores and processes campaign data in the advertiser’s account and data siloes. The processing is limited to the DPA, JCA, and master service agreement (depending on the services and products the client is using) alongside the users’ expressed choices.

Are advertisers permitted to appoint their own 3rd party partners for verification and measurement?

Yes, the Adform FLOW platform is interoperable and can integrate with verification and measurement partners.

Will you provide a link to your privacy and data policies?

Yes, our privacy and data policies can be found on our website.

Will you share how you build audience, contextual and targeting segments?

Advertisers can build audience, contextual, and targeting segments using tools and features within the Adform FLOW platform. 


To find out which other companies have completed the FAQs, please visit our members directory here
Please note the answers given are self-declared and are not verified by IAB UK or independently audited, unlike under industry-owned programmes such as JICWEBS. To view the latest JICWEBS Certifications, visit

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