Adform says it has received PwC validation around the transparency of its tool set. The so called adtech tax is a contentious issue in the industry, which came back into sharp relief in May this year after a two-year research project initiated by the ISBA and AOP in the UK and conducted by PwC found that an average of almost half (49 per cent)  of advertiser ad spend never reached the publishers, and  15 per cent fell into an “unknown delta” (Likely a polite term for fraud).

The report once again demonstrated the long-standing critique of the complex and fragmented programmatic industry, where a lack of standards creates significant business impacts for advertisers and publishers alike.

Adform says its senior leadership requested the same PwC team to carry out extensive testing of its recently released Adform FLOW platform.

According to a statement, the PwC team evaluated key efficiency and transparency measurements.  Their review and hands-on testing  a sample data set, found that Adform’s FLOW platform is 100 per cent transparent in tech fees, data fees and media cost within the Adform tech stack.

It also confirmed a 100 per cent audience match rate between the Adform DSP and DMP as well as 100 per cent accurate reporting and zero discrepancies throughout the platform between the Adform technologies. Finally, the report found significant efficiency gains of between 24 and 60 per cent across specific core daily workflows when using the platform.

Adform says it has been able to deliver this level of transparency and efficiency by building a fully integrated advertising platform, in contrast to existing fragmented point solution setups

According to Sam Tomlinson, Partner, PwC, “Our team at PwC is absolutely committed to a trusted, transparent marketing ecosystem, which is what underpinned the programmatic study that we published earlier this year with ISBA and the AOP. In that context, we are excited to see Adform take this step, i.e. to demonstrate its commitment to transparency by subjecting its tech stack to independent testing.”

Adform says FLOW was conceptualised three years ago as a solution to the growing fragmentation and lack of transparency in the market.

“Adform has a long history of taking a different approach than the rest of the industry,” said Troels Jensen, CEO of Adform. “As an independent fully integrated marketing platform, Adform offers transparency, privacy, and ownership of data. Our clients can count on us for results, and we welcome future opportunities to illustrate the full potential of Adform FLOW and the ROI we’re able to deliver to our clients.”

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