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Innovative app tracks banner ads ‘above the fold’

Innovative app tracks banner ads ‘above the fold’

Danish ad serving agency Adform is entering the UK market with a new reporting tool called ‘In Screen’ which monitors the positioning of all banner ads and alerts advertisers if they drop ‘below the fold’.

Adform, who have an 80% share of the Nordic market and count Mediacom, MEC and Starcom amongst its clients, opened its London office this month. The development of this new application followed lengthy consultations with leading UK media agencies and advertisers.

"For the last few months we've held seminars with agencies, publishers and advertisers to work out exactly what they need from their ad serving supplier," says Daniel Philpot, the new VP of European Sales and Marketing at Adform.

"In this instance, we developed a unique tool which tracks every ad by scanning the pixels and charting the ads positioning within the page. It allows our clients to be alerted to any ads that underperform because they drop down the page."

“One complaint that advertisers have about display advertising is that they book all inventory to appear above the fold only to discover that it’s often buried at the bottom”, explains Adform CEO, Gustav Mellentin, one of the founders who has relocated to the London office. “This software that we have developed can quickly report on this kind of abuse.”

Adform markets a complete online marketing platform encompassing planning, display, search and web analytics and will be launching a series of exciting new products over the next months. For more information visit

Press Contact:
Rachel Devenport
07825 282 302

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