Adnami B2B Market Intelligence Profile: High-Impact Programmatic Advertising & Attention Measurement
Adnami is a specialized advertising technology platform engineered to standardize the creation, delivery, and measurement of rich media within the digital ecosystem. Operating as a critical infrastructure bridge between buyers and sellers, the software allows enterprise agencies and publishers to execute programmatic advertising campaigns at scale without relying on manual coding. By streamlining the deployment of high impact ads across the open web, the technology enables media buyers to bypass legacy static display limitations and deliver interactive visual assets directly through existing Demand-Side Platforms (DSPs).
The core architecture of the platform resolves the historical fragmentation associated with custom out-of-page placements. Through a centralized library of zero-code Adnami formats, AdOps teams seamlessly generate responsive creative units that automatically adapt to specific publisher site parameters. Beyond creative rendering, the system integrates predictive attention measurement protocols to quantify user engagement beyond baseline viewability metrics. This intelligence profile provides a factual, data-driven analysis of the platform’s operational workflows, technical ecosystem integrations, and advanced metric calculations for B2B software evaluators.
Executive Summary & Market Position of Adnami
Adnami operates as the critical infrastructure bridging standard display advertising with custom rich media at scale. By standardizing complex, non-standard digital formats, the platform eliminates the historic bottlenecks associated with deploying high-value visual assets across disparate publisher networks. This framework allows enterprise media buyers and publishers to transact advanced rich media formats with the same operational efficiency as standardized banners, removing the need for labor-intensive custom coding and manual site-by-site integrations.
Founded in 2017 in Copenhagen, Denmark, the company was established to close a clear gap in the programmatic ad tech ecosystem between standard display scale and high-impact creative execution. Since its inception, Adnami has systematically grown its global expansion footprint to support major media holding groups and premium publishers across Europe and beyond. The organization maintains its corporate headquarters in Denmark while operating strategic regional hubs across key digital trading centers, including London, Stockholm, Paris, Hamburg, and Helsinki. This geographic expansion strategy aligns directly with the rising enterprise demand for localized, high-impact programmatic display solutions and sophisticated attention measurement architecture.
Adnami Company Overview
Adnami operates as an advertising technology infrastructure provider specializing in the scalable execution of high impact programmatic display and video campaigns. The company’s core operational premise centers on resolving the historical fragmentation associated with rich media ad delivery across the open web. By engineering a centralized format ecosystem, Adnami allows media buyers and publishers to transact complex, visually immersive digital assets with the same operational efficiency as standard banner ads.
The target ecosystem for Adnami comprises two primary B2B segments:
Enterprise Media Buyers (Agencies and Advertisers): Utilizing the platform to bypass legacy static formats, enabling the launch of attention-grabbing creative units directly through their preferred Demand-Side Platforms (DSPs).
Premium Publishers: Integrating the technology to monetize out-of-page inventory without requiring extensive custom coding or proprietary ad server development for each unique placement.
Technologically, Adnami focuses heavily on the concept of standardized non-standard display. Custom rich media formats—such as Topscrolls, Midscrolls, and interactive wrappers—have traditionally required manual site-by-site integrations and individual script adjustments. The Adnami platform eliminates this bottleneck by providing responsive, zero-code HTML5 ad templates that automatically conform to the unique viewport and layout parameters of certified publisher domains. This programmatic standardization allows the open web to compete directly with closed social media ecosystems for high-yield advertising budgets.
Adnami Company History & Milestones
The operational trajectory of the platform reflects a progressive scaling from a specialized regional ad tech vendor to a primary infrastructure provider for high impact programmatic display. The corporate history demonstrates a strategic focus on expanding standardized format templates and scaling attention measurement protocols across the global programmatic advertising ecosystem.
Timeline of Key Adnami Events
Company Foundation (2017): Established in Copenhagen, Denmark, to resolve the technical friction between standard programmatic display and custom rich media.
Initial Pan-European Expansion (2021): Scaled operations by establishing dedicated technical and commercial hubs in Stockholm, London, Paris, and Hamburg to support localized premium publishers and media holding groups.
Series A Investment Execution (2022): Secured significant growth capital from QNTM Group to accelerate geographical expansion and further develop the proprietary ad tech infrastructure.
Major Publisher Network Integration (2022-2024): Finalized enterprise-level integration deals with Tier-1 publishers globally, standardizing Adnami formats across extensive ad network inventories.
Advanced Attention Metric Rollout (2024): Transitioned from legacy viewability metrics to the commercial deployment of predictive attention-based ad measurement frameworks.
Product Launches
Standardized High-Impact Ad Formats (2017-2018): Initial release of the core drag-and-drop HTML5 ad templates, allowing media buyers to deploy responsive rich media formats seamlessly.
Topscroll and Midscroll Deployments (2019-2020): Launch of the flagship Topscroll ad format and Midscroll ads. These out-of-page units introduced automated scaling rules that enabled complex visual assets to render efficiently without custom publisher coding.
Adaptive Streaming Video Deployments (2021): Introduction of intelligent video formats capable of adjusting frame-by-frame data rendering to reduce buffering and maximize visible-only play metrics.
Sonar Adnami Platform Launch (September 2024): Official release of “Sonar,” a proprietary, one-tag attention measurement solution designed to quantify Attentive Cost Per Mille (aCPM) for both standard and high impact ads.
Acquisitions
Rather than pursuing aggressive horizontal corporate purchases, the organization has focused heavily on organic technological scaling and strategic ecosystem integration.
Strategic Growth over Buyouts: The enterprise has largely bypassed direct acquisitions of competing ad tech firms, prioritizing internal research and development to build the proprietary enabler script and Sonar architecture.
Minority Stake Acquisition by QNTM Group (2022): Instead of executing acquisitions, the technology provider itself became the subject of a major strategic investment, with Altor-backed QNTM Group acquiring a substantial minority stake for approximately $26 million to fuel the ongoing roadmap.
Adnami Awards and Recognitions
The focus on standardizing non-standard display and driving operational efficiency in digital advertising has yielded independent industry validation.
Innovation Fund Denmark Validation: Received substantial “Innobooster” investment funding directly from the Danish government, verifying the technological merit of the programmatic ad framework.
Media and Advertising Industry Shortlists: Frequently recognized within major European programmatic advertising awards, including the ExchangeWire Wires Awards, for enabling high impact programmatic display campaigns that significantly outperform standard industry benchmarks in user attention.
B2B Partnership Recognitions: Consistently highlighted by major Demand-Side Platforms (DSPs) and publisher consortia as a preferred infrastructure partner for executing open web advertising.
Adnami Financials & Key Metrics
A quantitative analysis of Adnami reveals a steady trajectory of financial scaling and operational growth within the independent ad tech sector. The company has structured its financial model around sustainable recurring revenue, strategic external capital injection, and a rapidly expanding international workforce.
Annual Revenue
The financial scaling of the Adnami platform demonstrates consistent growth driven by the enterprise adoption of its standardized non-standard display solutions.
Annual Recurring Revenue (ARR): The company reached an estimated $8.3 million in ARR during recent fiscal evaluations (2025 data), reflecting a high retention rate among publisher and agency partners.
Revenue Model: Income is generated primarily through a technology fee (CPM-based surcharge) applied to media buys passing through the proprietary infrastructure, alongside managed service retainers for hands-on campaign execution.
Financial Trajectory: Adnami has exhibited year-over-year revenue growth since its initial market launch, transitioning from a bootstrapped technology entity to a highly profitable SaaS provider in the programmatic advertising space.
Funding Rounds
Capital capitalization for Adnami has historically prioritized strategic ecosystem investments over rapid, diluted venture capital rounds. The funding milestones highlight backing from specialized MarTech and AdTech investment groups.
Early-Stage Capital: Initial pre-seed and seed funding was secured to build the core proprietary script and validate the initial high impact programmatic display concept. The company leveraged regional European innovation grants, including substantial funding from Innovation Fund Denmark (Innobooster).
Series A / Strategic Investment: The most significant capitalization event occurred in late 2022 when the Altor-backed QNTM Group acquired a substantial minority stake. This investment injected millions of dollars into the business, effectively serving as a Series A equivalent designed to accelerate global scaling and fund the development of the predictive Sonar Adnami architecture.
Total Disclosed Equity Capital: Disclosed direct equity capital funding sits dynamically around the initial multi-million dollar investments, emphasizing a highly efficient capital-to-revenue ratio compared to competing ad network software providers.
Employee Count
The organizational footprint of Adnami has scaled rapidly to support a decentralized operational model required for managing cross-border programmatic ad trading.
Global Headcount: The active employee count exceeds 60 full-time professionals, covering software engineering, AdOps, commercial strategy, and executive management.
Operational Footprint: The workforce is distributed across seven distinct operational hubs: Copenhagen (Headquarters), London, Paris, Hamburg, Helsinki, Stockholm, and Belgrade.
Organizational Scaling: The rapid expansion in headcount correlates directly with the deployment of their attention-based ad measurement tools and the certification of over 6,000 publisher sites globally, necessitating dedicated regional publisher success and technical integration teams.
Target Industries for Adnami Deployments
The Adnami infrastructure is deployed across a diverse range of enterprise verticals that require heightened user engagement and transparent attention metrics. Because the software standardizes rich media delivery across the open web, different sectors leverage its specific technical capabilities to meet distinct marketing objectives.
Retail and E-commerce: Brands in this sector utilize the platform to execute interactive shoppable ad experiences. By integrating multi-product carousels into the Topscroll ad format and Midscroll ads, retail advertisers can present real-time inventory and pricing updates directly within premium editorial content, effectively connecting high-impact branding with lower-funnel transaction intent.
Telecommunications: Telecom operators deploy the platform’s mobile-optimized formats to address high-volume consumer acquisition goals. These brands frequently utilize the Adnami Bumper and responsive skins to communicate complex plan tiers, device hardware promotions, and contract features within a single high impact programmatic display unit without slowing down host publisher page-load speeds.
Finance and Insurance: Financial institutions choose the Adnami architecture to deploy large-scale digital campaigns that require a balance between creative impact and strict regulatory compliance. Because the platform operates a data isolation policy and a cookieless programmatic display framework, compliance officers can approve premium brand-awareness campaigns without incurring third-party data tracking or GDPR liabilities.
Fast-Moving Consumer Goods (FMCG): Consumer package goods corporations utilize the platform’s video advertising and adaptive streaming capabilities as a direct alternative to traditional television spend. By serving high-definition, buffer-free video creatives through the open web advertising network, FMCG brands secure verified view-time and attention scores, bypassing the measurement limitations of legacy banner placements.
Automotive: Automotive manufacturers leverage the platform’s canvas size—such as fullpage overlays and fluid skins—to launch new vehicle models. The expansive formats allow for high-resolution, interactive 360-degree exterior and interior tours, maximizing time-in-view metrics while preserving programmatic buying efficiencies through standard Demand-Side Platforms (DSPs).
Pricing Model for Adnami Software and Services
The monetization framework for Adnami operates on a usage-based architecture designed to align with the financial workflows of modern media trading. Rather than relying on flat-rate SaaS subscription models, the company utilizes a performance-scaled fee structure that integrates directly into existing Demand-Side Platform (DSP) and Supply-Side Platform (SSP) buying channels.
Technology CPM Surcharge: The primary pricing mechanism is a technology fee applied on a Cost Per Mille (CPM) basis. When a media buyer executes a programmatic advertising campaign utilizing Adnami formats, a predetermined tech fee is automatically layered into the media cost. This fee covers the zero-code creative rendering, the proprietary enabler script bandwidth, and access to the Sonar attention measurement suite.
Programmatic Direct Ad Trading Integration: Because the technology fee is natively integrated into the bid stream, agencies can execute programmatic direct ad trading via Private Marketplaces (PMPs) or Programmatic Guaranteed (PG) deals without requiring separate vendor invoicing. This consolidated billing approach simplifies the procurement process for enterprise holding companies.
Publisher Revenue Model: For the sell-side, the integration of high impact formats serves as a vehicle for publisher CPM optimization. Publishers do not typically pay a licensing fee to install the Adnami enabler script; instead, they benefit from the increased yield generated when premium ad placements are successfully auctioned at higher clear prices compared to standard banner inventory.
Managed Service Retainers: For agencies or brands lacking the internal AdOps bandwidth to trade via self-serve DSPs, Adnami provides a Managed Service tier. This model shifts from a pure technology CPM surcharge to a comprehensive percentage-of-spend or retainer structure. The Managed Service pricing includes end-to-end campaign architecture, creative production adaptations, daily programmatic optimization, and post-campaign attention data analysis.
Adnami Industry & Market Position
The positioning of the platform within the broader advertising technology ecosystem reflects a deliberate focus on moving beyond standard viewability metrics to prioritize measurable user attention and premium format delivery.
Industry Classification
Adnami operates at the intersection of several distinct technological classifications within the digital advertising sector:
Advertising Technology (Ad Tech): The core classification, providing the infrastructure required to serve digital advertisements across the open web.
Programmatic Display & Video: Operating specifically within the automated media buying ecosystem, enabling real-time bidding for high-impact inventory.
B2B Software-as-a-Service (SaaS): Delivering a cloud-based, centralized platform for zero-code template generation and cross-domain ad deployment.
Attention Measurement: Functioning as an independent verification and predictive analytics provider through its proprietary Sonar technology.
Market Segment
The organizational strategy targets the upper tier of the digital media trading ecosystem, explicitly focusing on entities that require scale without compromising creative quality. The primary buyer profiles include:
Enterprise Media Agencies: Holding companies and independent trading desks that need to execute high impact programmatic display campaigns globally without manually adapting creative assets for individual publisher specs.
Tier-1 Digital Publishers: Premium journalistic and lifestyle media networks (such as Schibsted and Mediahuis) seeking publisher CPM optimization by certifying their domain layouts to accept premium out-of-page ad units.
Global Advertisers (Brands): Direct-to-consumer and multinational corporations transitioning ad spend from walled gardens (like social media platforms) to the open internet while maintaining a requirement for rich media capabilities.
Competitive Advantages
Within a highly saturated ad tech marketplace, the platform differentiates itself through operational efficiency and advanced metric architecture.
Zero-Code Templating Scalability: Standard rich media campaigns historically require custom HTML5 development and site-specific script adjustments. The Adnami formats bypass this friction by offering responsive, drag-and-drop templates that automatically scale to fit over 6,000 certified publisher environments. This reduces campaign deployment timeframes from weeks to hours.
Proprietary Attention Measurement (Sonar): Rather than relying on legacy viewability metrics—which only verify if an ad rendered on screen—the platform measures actionable attention. By analyzing pixel coverage, time-in-view, and active engagement, the system generates precise metrics (such as Attentive Cost Per Mille) to inform bidding strategies based on genuine human focus rather than raw impression volume.
Agentic Supply Curation: The platform utilizes automated supply agents to continuously optimize multi-publisher deals. This approach filters the programmatic buying pool to prioritize high-quality, brand-safe inventory, driving significant improvements in attention metrics and alleviating the operational complexity of manual supply path optimization.
High-Impact Advertising Formats
The core technological challenge for legacy rich media is the lack of standardized scale. Custom, creative-heavy ad units historically required individual publisher configuration and custom code bases, making them incompatible with automated buying systems. Adnami resolves this operational bottleneck by standardizing complex, rich-media formats into predictable programmatic assets. By establishing uniform responsive templates that function across thousands of verified domains, the platform allows media planners to deploy high impact ads directly through automated workflows, matching the scale of standard display while retaining the visual impact of bespoke creative designs.
Attention Measurement
Enterprise advertisers are increasingly moving away from basic viewability metrics, which merely verify if an ad has rendered on a screen for a minimum of one second, regardless of whether a human actually processed it. Adnami addresses this shift by embedding advanced attention-based ad measurement framework layers natively into its delivery infrastructure. Through its proprietary Sonar technology, the platform evaluates granular telemetry data—including accurate time-in-view, viewport pixel coverage, and direct user interactivity. This data provides media buyers with a verified understanding of true consumer engagement, enabling them to evaluate and optimize campaigns based on human focus rather than unverified impression counts.
Publisher Yield Optimization
Digital publishers on the open web face intense monetization competition from major closed social media platforms. Adnami enables premium publishers to defend and maximize their advertising revenue without deteriorating the user experience. By increasing publisher yield standard placements, the software transforms standard topbanner or mid-page placements into premium out-of-page inventory when high-impact campaigns are booked. This architectural flexibility allows publishers to command higher clear prices and increased Cost Per Mille (CPM) rates on their existing inventory without altering their core content layouts or introducing intrusive ad positions.
Programmatic Direct Trade
The supply chain of digital advertising is frequently criticized for its lack of transparency and the proliferation of intermediary “black box” transaction fees that diminish the value of a buyer’s budget before it reaches the publisher. Adnami structures its transaction layer to facilitate direct, clean programmatic trade between agency trading desks and premium publisher networks. By removing unnecessary technical intermediaries, the infrastructure delivers heightened media buy transparency, ensuring that a greater percentage of the advertiser’s capital is directed toward working media while providing publishers with fair, un-skewed compensation for their attention-generating inventory.
Shoppable Ad Experiences
As the digital landscape shifts closer to direct commerce, the platform bridges the gap between premium editorial environments and e-commerce transactions. Adnami layers interactive commerce elements directly into its high-impact responsive formats. This capability allows retail and consumer package goods brands to present dynamic multi-product carousels, real-time localized pricing, and direct “add-to-cart” functionality inside standard programmatic placements. By connecting branding with immediate transactional intent, the software transforms traditional upper-funnel display ads into measurable conversion drivers.
Adnami Products & Technology Infrastructure
The technological architecture of Adnami is separated into creative rendering solutions and measurement protocols. The suite is engineered to provide an end-to-end infrastructure for executing and verifying high-yield programmatic campaigns across the open web.
High-Impact Ad Formats
At the core of the creative infrastructure is a library of standardized rich media templates. These formats bypass the requirement for custom HTML coding, providing drag-and-drop response tools that allow media operations teams to traffic complex ad units seamlessly.
Zero-Code Templating: The system offers pre-configured, responsive HTML5 layouts that automatically adapt to the specific dimensions of certified publisher domains.
Format Portfolio: The primary Adnami formats include Topscrolls, Midscrolls, Fluid Skins, Seamless Skins, and full-page interactive overlays.
Cross-Screen Scalability: Each template is dynamically responsive, ensuring that high impact ads render flawlessly across desktop, tablet, and mobile environments without requiring separate asset builds for each breakpoint.
Video Advertising & Adaptive Streaming
To address the historical latency and poor user experience associated with outstream video advertising, Adnami integrates intelligent video delivery mechanics directly into its creative wrappers.
Adaptive Streaming: The platform utilizes proprietary frame-by-frame data throttling logic. This adaptive streaming technology continuously monitors the user’s internet connection speed and adjusts the video quality in real time. This ensures buffer-free playback while reducing required data consumption by up to 90%, making adaptive streaming video ads highly efficient for mobile deployments.
Visible-Only Play: To protect metric integrity, Adnami video units are hardcoded with metric protection mechanics. The video assets remain muted and paused until the ad unit enters the user’s active viewport. If the user scrolls past, the video pauses instantly, eliminating the inflation of unverified play metrics.
Adnami Bumper: Designed specifically for mobile programmatic environments, this specialized video format introduces a highly qualified impression guarantee. Media buyers utilizing the Adnami Bumper format are only charged for impressions that secure a minimum of a 5-second view time. Impressions falling short of this threshold are not billed, ensuring budget is strictly allocated to active attention.
Social Display
To capitalize on the highly engaging nature of social media interfaces, the platform includes specific Social Display frameworks.
Asset Repurposing: This technology allows advertisers to directly ingest existing creative assets from platforms like Meta (Facebook/Instagram) or TikTok and repurpose them for open web advertising.
Familiar Interfaces: The programmatic display units are rendered to mimic the exact look and feel of native social media posts—including recognizable user handles, captions, and interaction buttons.
Operational Efficiency: By reusing existing social creatives, agencies bypass the need for net-new display production while achieving significantly higher engagement rates compared to legacy static banners.
Sonar Adnami Attention Measurement
Moving beyond basic viewability verification, the infrastructure incorporates predictive attention measurement logic to quantify the actual human focus generated by an advertisement.
The Sonar Architecture: Sonar Adnami operates as a universal, one-tag measurement solution. It is deployed via a single code snippet compatible with all major DSPs and ad servers.
Predictive Telemetry Data: Sonar actively monitors multiple data points in real time, including viewport pixel coverage, cursor interactivity, time-in-view, and scroll velocity.
Agnostic Measurement: The Sonar tag is not restricted to Adnami formats. Buyers can deploy the script across standard display units and competing rich media formats to establish unified baseline attention metrics (such as Attention Per Mille) across their entire digital media buy.
Technical Breakdown of Adnami Formats
To ensure seamless execution of high impact programmatic display campaigns, media operations teams must adhere to precise technical guidelines. The following tabular matrix outlines the strict asset requirements, including HTML5 zip ad specifications, maximum file weights, and scalable dimension rules required for the core Adnami formats.
| Ad Format Type | Dimension Scalability Rules | Maximum Asset Weight | Supported File Types | Animation & Video Support (MP4) |
| Topscroll ad format (Desktop & Mobile) | 100% Viewport Width / 50% to 100% Height. Built as responsive HTML5 scaling dynamically to browser dimensions. Base target resolution: 2560×1440 (Desktop) / 1080×1920 (Mobile). | 1 MB recommended (3.5 MB strict maximum) | HTML5 ZIP, JPG, PNG, WEBP, MP4 | Max 5 loops, 30-second animation limit. MP4 video supported with visible-only play mechanics. |
| Midscroll ads (Inline & Fullscreen) | Inline fits to publisher content width; Fullscreen adapts to 100% browser width. Height dynamically varies between 60%, 80%, or 100% of the active viewport. | 3.5 MB HTML5 / Up to 50 MB source upload for video. Video stream weight automatically throttled to 3.5 MB max. | HTML5 ZIP, MP4, JPG, PNG, WEBP | Max 30-second auto-play limit. MP4 supported with letterbox, pillarbox, or active cover scaling modes. |
| Fullscreen (Overlays) | Expands to cover 100% of the device screen dimension upon defined user interaction or specific scroll depth, collapsing dynamically upon user exit. | 3.5 MB maximum limit | HTML5 ZIP, MP4, JPG, PNG | User-initiated audio only. MP4 supported leveraging adaptive streaming data optimization. |
| Takeover (Fluid/Seamless Skins) | Responsive visual margins mapping the left, right, and top perimeters of publisher content. Anchors dynamically to prevent text and content overlap. | 3.5 MB maximum total load limit | HTML5 ZIP, static image assets (JPG/PNG) | Complex HTML5 interaction logic supported. Video support limited to defined anchor zones. |
By adhering strictly to these predefined parameters, agency operations bypass the requirement for custom, site-by-site publisher coding. When configuring packages that meet the exact HTML5 zip ad specifications, developers upload a minified bundle containing all necessary HTML, CSS, JavaScript, and internal image assets. Linking to external scripts or unsupported third-party servers is intentionally blocked by the platform to maintain load-speed integrity, preserve core web vitals, and ensure strict security compliance across the open web ecosystem.
The Sonar Technology Architecture
The foundational shift from viewability to human focus requires robust technical architecture capable of quantifying user behavior without relying on third-party cookies. The predictive Sonar attention measurement framework operates as Adnami’s proprietary solution to capture, analyze, and export true attention metrics across the open web.
Rather than acting as a standalone, disconnected reporting dashboard, the Sonar architecture is built as a universal, one-tag measurement solution. Media buyers execute the measurement protocol by appending a single JavaScript snippet directly into their ad server or DSP creative template. This tag is format-agnostic, meaning it processes data for both Adnami high impact ads and standard programmatic display units, establishing a unified dataset across the entire media plan.
Core Predictive Signals
The intelligence behind the measurement framework relies on processing five distinct, privacy-compliant (non-PII) telemetry signals from the very first millisecond an ad begins rendering:
Pixel Coverage: Calculating the exact percentage of the user’s active screen occupied by the ad unit, adjusting dynamically for device type and screen resolution.
Visibility Thresholds: Measuring precisely how much of the ad unit is in view, surpassing the legacy standard of counting an impression when only 50% of the pixels appear.
Time-in-View: Logging active exposure time in increments as short as 0.25 seconds, factoring in the logarithmic curve of user attention to map cumulative visual impact.
Position Mapping: Identifying the ad’s specific geometric location on the publisher page relative to the main editorial content zone.
Active Engagement: Tracking deliberate user actions—such as scrolling, swiping, or clicking—while strictly capping the metric at one engagement per user to prevent data distortion.
Platform Integrations and Metric Export Loops
The operational value of the Sonar architecture lies in its direct feedback loops with major Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs). Adnami provides default tracker configurations for primary industry platforms, including DV360, Google Ad Manager (GAM), CM360, Adform, and Xandr.
To achieve deep granularity, AdOps teams configure specific line-item and creative ID macros within the Sonar script (e.g., data-adnm-tid). This macro infrastructure enables the direct ingestion of attention data back into the buyer’s workflow.
The architecture exports three distinct performance cohorts:
Creative Level: Identifying which specific HTML5 or video assets generate the highest Attention Per Mille (APM), allowing for real-time creative rotation.
Format Level: Comparing the attentive yield of standard banners against high-impact formats to justify custom format CPMs.
Domain Level: Grouping publisher supply paths into quartiles based on Effective Attention Per Mille (eAPM). This data pipeline enables buyers to automatically shift budget toward top-performing domain cohorts while suppressing impressions on inventory that generates “ad blindness,” effectively lowering their overall Attentive Cost Per Mille (aCPM).
Technical Infrastructure & The Adnami Enabler
The execution of high impact programmatic display campaigns across the open web requires a sophisticated technical foundation that bypasses the limitations of standard iframe delivery. To achieve this, the platform utilizes a proprietary deployment mechanism that overrides default ad container restrictions while maintaining strict data isolation protocols.
The Adnami Enabler Script
To render complex, responsive formats across disparate publisher environments, the platform relies on the Adnami Enabler script. This proprietary JavaScript code ensures that out-of-page ad units scale dynamically to the user’s viewport without breaking the host site’s core web vitals. To provide publishers with architectural flexibility, the system offers two primary dual-deployment options:
On Page Deployment: The enabler script is hardcoded directly into the publisher site’s
<head>section. This approach ensures the script loads on all page views universally, supporting both automated programmatic delivery and direct Insertion Order (IO) campaigns without latency.On Domain Deployment: Optimized for site speed and performance, this configuration ensures the script is loaded conditionally. It executes only when specific Adnami formats are returned from the ad server, minimizing unnecessary bandwidth consumption. For enterprise RevOps teams, an Adnami Tag Manager deployment is frequently utilized to push the On Domain file securely, ensuring it executes immediately before the primary ad server loads.
SafeFrame Bypassing
Legacy programmatic infrastructure relies on SafeFrames to sandbox creatives, preventing malicious code from accessing the publisher’s page. However, SafeFrames fundamentally restrict ad units from expanding beyond their designated pixel dimensions, making out-of-page rich media delivery impossible. The enabler script is specifically engineered to safely bypass programmatic SafeFrames to allow formats like Topscrolls and fluid skins to render correctly.
This capability is a strict technical requirement for specific deal mechanics. For example, when executing Programmatic Guaranteed (PG) deals originating from an Adform DSP and flowing into a Google SSP, the creative cannot be hosted locally on the publisher’s side. In these workflows, the On Page or On Domain enabler must be active on the publisher site to disable the SafeFrame, allowing the remote DSP creative to inherit the necessary expansion logic.
Ecosystem Integrations
The operational viability of the platform relies on seamless interoperability with existing digital media supply chains. The following matrix outlines the supported Adnami DSP integrations and SSP pipelines required for standard deployment.
| Platform Type | Supported Integrations & Technologies | Technical Notes |
| SSPs (Supply-Side) | Google Ad Manager (GAM), FreeWheel | Standard display is routed through GAM, while instream and adaptive streaming video utilize the GAM FreeWheel SSP Adnami pipeline. |
| DSPs (Demand-Side) | DV360, Adform, Appnexus (Xandr) | Cross-platform Adnami DSP integrations require specific macro tracking configuration and strict 100% width/height tag specifications to trigger format expansion. |
| Viewability Tracking | Moat, IAS (Integral Ad Science) | The system API automatically wraps and prepends third-party viewability scripts directly within the creative <head>, preserving independent verification. |
The Attention Economics: APM, eAPM, and aCPM
Transitioning from traditional viewability to human focus requires standardized financial metrics that allow buyers to evaluate the true value of their media spend. The Adnami platform introduces specific economic calculations that quantify attention into tradable commodities, empowering agencies to move beyond baseline impressions.
Attention Per Mille (APM)
Attention Per Mille (APM) is the baseline metric for creative evaluation. It measures the total amount of attention generated per 1,000 visible impressions. For example, if a campaign yields an APM score of 2,645, it indicates that the creative generates approximately 2.6 attentive seconds every time it is actively viewed. This metric is primarily utilized by AdOps and creative teams to A/B test different ad versions and formats against one another, isolating creative performance from placement quality.
Effective Attention Per Mille (eAPM)
While APM measures creative strength, Effective Attention Per Mille (eAPM) calculates media buying efficiency across the entire campaign. eAPM measures the attention generated per 1,000 total served impressions, encompassing both viewable and non-viewable ad renders. When analyzing eAPM vs APM programmatic outcomes, eAPM provides a more realistic assessment of a publisher’s inventory quality, as it factors in the waste of non-viewed impressions. A high eAPM indicates that a large share of purchased inventory is successfully delivering attention.
Attentive Cost Per Mille aCPM Calculation
To determine the exact financial price paid for active user focus, media buyers rely on the Attentive Cost Per Mille aCPM calculation. This metric translates attention data into a direct financial figure, representing the cost for 1,000 attention points (or attentive seconds). The platform calculates this using the following formula:
For example, if an advertiser secures a standard CPM of $5.00 and the campaign yields an eAPM of 3,000 (an average of 3 seconds of attention per total impression), the aCPM is $1.66. This mathematical translation allows buyers to compare the true cost of high-impact formats against cheaper, but less attentive, standard display units.
Operational Workflow for Adnami Attention Report Metrics
To execute advanced programmatic attention bidding, enterprise trading desks integrate these metrics directly into their daily optimization workflows. The operational process follows a clear data ingestion path:
Data Export: Traders export standard delivery CSVs from their Demand-Side Platforms (DSPs), capturing domain URLs, total impressions, CPM, and total cost.
Data Ingestion: The CSV files are ingested directly into the Sonar analytics dashboard to combine standard ad server data with the proprietary Adnami attention report metrics.
Cohort Generation: The system automatically groups campaign domains into four distinct performance cohorts based on their eAPM scores (Top 25% through Bottom 25%).
Bid Adjustment: Traders extract the domain lists from Cohort 4 (lowest eAPM) and add them to their DSP exclusion lists, while simultaneously increasing bid modifiers for domains in Cohort 1 (highest eAPM). This continuous loop minimizes the total aCPM over the lifecycle of the campaign.
Data Isolation Policy & Cookieless Architecture
Enterprise legal and compliance teams heavily scrutinize ad tech vendors for data processing liabilities. To mitigate regulatory risks for media buyers and publishers, the platform enforces a strict Adnami data isolation policy. This privacy-first infrastructure is engineered to separate creative rendering and attention tracking from personal user identification, ensuring campaigns execute successfully without violating international privacy mandates.
Zero-Storage Framework
The core of the platform’s privacy architecture relies on a cookieless programmatic display logic. Unlike legacy ad servers that require persistent tracking to measure frequency or attribution, the Adnami infrastructure operates entirely without user-side storage.
No Cookie Deployment: The system does not set, read, or require HTTP cookies to deliver high impact ads or measure attention.
Local Storage (LS) Prohibition: The platform explicitly avoids utilizing browser Local Storage or Session Storage to bypass third-party cookie restrictions.
Zero Fingerprinting: The architecture actively prohibits browser fingerprinting techniques, ensuring that device-level characteristics are never aggregated for cross-site user tracking.
Transient Processing in Ad Tech
To render complex HTML5 ad templates correctly across diverse screens, the system must read specific technical signals from the host device. The platform resolves this requirement through a “Private by Design” framework that utilizes transient data processing ad tech mechanics.
In-Memory Processing: When a programmatic bid is won, technical data such as the user’s IP Address and User Agent string are ingested strictly into volatile memory.
Millisecond Lifecycle: This data is utilized for only a few milliseconds to determine the correct asset payload (e.g., serving a mobile-optimized file versus a desktop environment file).
Immediate Deletion: Once the correct responsive rich media format is rendered, the technical data is immediately wiped from memory. It is never written to a disk, stored in a database, or shared with external verification partners.
Legal Categorization and Adnami GDPR Compliance
The zero-storage and transient processing frameworks directly inform the platform’s legal standing within the European privacy ecosystem. Adnami GDPR compliance is documented through its formal participation in established industry frameworks.
IAB Transparency and Consent Framework (TCF): The platform is a registered and verified vendor within the IAB TCF, operating under Vendor ID: 612.
Dual Processing Roles: The legal framework categorizes the organization as a Service Provider for the technical delivery of the ad creatives and as an Independent Controller when generating anonymous attention measurement metrics.
Legitimate Interest Architecture: Because the technology relies entirely on anonymous, transient data and avoids persistent identifiers, it operates legally under the basis of Legitimate Interest rather than requiring explicit user consent for standard technical ad delivery.
Publisher Certification & Deal Activation Mechanics
For publishers to successfully monetize their open web inventory with high-impact formats, their domains must undergo a strict technical verification process. The Adnami infrastructure provides specific mechanical workflows to certify site layouts and initiate secure trading environments between the supply and demand sides.
Placement Adapting for Adnami Formats
Standard programmatic infrastructure is natively designed for fixed-pixel banner slots. To accommodate responsive rich media without breaking the host page layout, the platform utilizes intelligent placement adapting mechanics.
Dynamic Slot Collapsing: When a high-impact format is booked, the proprietary script automatically targets and modifies standard ad slots. For example, if an out-of-page 1×2 unit is technically unavailable on a domain, the technology targets standard topbanner placements, collapsing the default container to allow the larger format to expand and deploy seamlessly.
Conflict Resolution: The system actively prevents visual overlap between competing ad units. According to the standard Adnami publisher certification guide, if a site is approved for non-sticky skins, the script automatically pushes standard sky-banners lower down the page to ensure the high-impact creative maintains unobstructed visibility.
Technical Adherence: Publishers must align their domain CSS with specific format parameters, such as the Topscroll sticky skin ad specs, to guarantee that complex HTML5 interactions and adaptive streaming video assets do not interfere with core editorial content or site navigation.
Deal Mechanics and Programmatic Direct Ad Trading
To bypass the complexities and lower win-rates of open exchange bidding for premium formats, the platform facilitates streamlined programmatic direct ad trading. This process connects buyers directly to certified publisher inventory through established Supply-Side Platform (SSP) pipes.
Seat ID Whitelisting: The initiation of out-of-page programmatic deals requires precise operational string logic. Enterprise agencies must provide their specific Demand-Side Platform (DSP) Seat ID alongside the publisher’s Google Ad Manager (GAM) or FreeWheel Seat ID. Adnami processes these identifiers to whitelist the account and establish a secure, verified trading bridge.
Private Marketplace (PMP) Generation: Once the Seat IDs are whitelisted, Adnami generates a unique Deal ID. Media buyers traffic this specific Deal ID directly within their DSP to bid exclusively on certified, brand-safe premium inventory.
Publisher-Specific Configurations: Tier-1 publishers often enforce exact technical adherence to protect their core web vitals and user experience standards. Media buyers executing PMP deals must ensure their creative payloads match strict network requirements, such as the Schibsted Adnami specifications, which dictate exact file weights, adaptive video throttling, and expansion behaviors for premium European inventory.
Technical Ecosystem, Integrations and Compatibility
The operational value of the Adnami advertising technology provider relies heavily on its interoperability with the existing programmatic advertising supply chain. The Adnami infrastructure is engineered to function agnostically, ensuring media buyers and publishers can execute high impact ads without migrating from their established technology stacks.
Native Integrations
The Adnami platform maintains direct, native connections with the primary platforms that dictate digital media trading. These integrations ensure seamless creative rendering and macro data tracking without latency bottlenecks.
Demand-Side Platforms (DSPs): Native compatibility exists with major buy-side platforms including Display & Video 360 (DV360), Adform, The Trade Desk, Xandr (AppNexus), and Amazon DSP.
Supply-Side Platforms (SSPs): Direct integration pipelines support Google Ad Manager (GAM), FreeWheel, Magnite, PubMatic, and Equativ.
Measurement and Verification: The ecosystem supports automatic prepending of third-party verification scripts from DoubleVerify, Integral Ad Science (IAS), and Moat directly within the creative payload.
API Availability
For enterprise trading desks and advanced publisher RevOps teams requiring customized workflows beyond the standard user interface, Adnami provides structured API access.
Reporting API: A RESTful API allows organizations to extract granular campaign performance and proprietary attention measurement data directly into centralized Business Intelligence (BI) tools, such as Tableau or Looker.
Custom-Build Capabilities: Developers can utilize the API endpoints to automate programmatic creative generation, linking dynamic product feeds directly to standardized HTML5 ad templates for large-scale commerce media campaigns.
Deployment Options
The architectural delivery of the Adnami platform is strictly governed by real-time bidding requirements and global latency standards.
SaaS / Cloud Deployment: The software operates entirely as a multi-tenant Software-as-a-Service (SaaS) platform hosted on distributed cloud infrastructure. This ensures the high availability and millisecond response times required for global programmatic advertising delivery.
Mobile (iOS / Android) Limitations and Capabilities: For mobile deployment, the technology is highly optimized for mobile web environments via the proprietary enabler script. For in-app (iOS/Android) environments, successful delivery relies heavily on the publisher’s adherence to the IAB Open Measurement Software Development Kit (OM SDK) to guarantee format expansion logic and accurate viewability tracking.
On-Premise Inapplicability: On-premise deployment is technically incompatible with the Adnami architecture. Because the system requires global Content Delivery Networks (CDNs) to serve heavy rich media payloads within milliseconds, and relies on transient data processing ad tech that must interface continuously with live bid streams, localized server hosting cannot support the fundamental operational parameters of the technology.
Operational Workflows (AdOps) with Adnami
The primary point of operational friction when executing digital rich media campaigns is the manual labor required to adapt complex creative code for individual publisher domains. Traditional custom rich media workflows demand bespoke JavaScript or CSS modifications for every unique placement across a media plan. Adnami resolves this operational bottleneck through a standardized, zero-code creative builder interface that shifts the technical burden from manual development to automated platform configuration.
The Automated AdOps Campaign Workflow
The process of building, validating, and trafficking an advertisement within the Adnami interface follows a definitive, automated sequence:
Step 1: Asset Ingestion and Template Selection: Media operations teams log into the cloud-based platform and select a specific responsive format template (such as the Topscroll ad format or Midscroll ads). The operator uploads raw media assets, which can include static images (JPG, PNG, WEBP), raw video files (MP4), or pre-built HTML5 zip packages.
Step 2: Configuration and Interactive Layering: Instead of writing custom interactive scripts, AdOps teams configure functional elements using standard visual fields. This stage includes inputting target click-through URLs, defining tracking macros, setting up automated video playback options (such as visible-only play parameters), or ingesting social handles for immediate social display transformations.
Step 3: Platform Validation and Quality Assurance (QA): Once assets are uploaded, the platform executes a precise technical scan. The system automatically measures compliance against exact HTML5 zip ad specifications, checks total file weights to protect publisher core web vitals, and confirms cross-screen viewport responsiveness. If the creative satisfies all technical rules, the platform generates a lightweight, unified third-party programmatic script tag.
Step 4: DSP Traffic Execution: The generated script tag is copied from the Adnami platform and pasted directly into a standard third-party display creative container inside the buyer’s preferred Demand-Side Platform (such as DV360, Adform, or Xandr). Because the tag acts structurally like a standard banner format during setup, AdOps teams can traffic the creative across programmatic line items without custom setup configurations on the media buying side.
Quantifiable Operational Efficiency Enhancements
By standardizing non-standard display elements within a singular platform, the technology introduces measurable performance and operational advantages over legacy custom rich media builds:
Bypassing Custom Publisher Coding: The proprietary enabler script handles all dynamic container scaling, iframe expansion, and SafeFrame adjustments natively upon rendering. This eliminates the need for individual publisher engineers to write custom scripts to fit specific page layouts.
Reduced Turnaround Lifecycles: Traditional rich media development cycles require separate asset builds and testing for different publishers, a process that frequently spans days or weeks. The drag-and-drop workflow reduces this timeline to minutes, enabling high-impact programmatic display campaigns to deploy at identical speeds to standard static display.
Centralized Asset Updating: If a creative element requires modification mid-campaign (such as an updated retail pricing offer), the operator updates the master asset inside the platform. The change pushes instantly to live DSP placements without necessitating tag re-trafficking or campaign pauses within the ad server.
Adnami Services Portfolio
To complement its core technical infrastructure, the Adnami software platform is supported by a dedicated services layer. This operational portfolio is designed to assist enterprise clients in overcoming specific resource bottlenecks associated with rich media creative development and complex programmatic media trading.
Creative Production
Generating high-quality, interactive digital assets requires specialized design resources that many agencies and brands lack internally. The Adnami creative studio provides two distinct production tiers to resolve this limitation and ensure creatives meet exact format specifications:
Full Service: An end-to-end creative development solution. The internal Adnami design team handles conceptual ideation, wireframing, storyboarding, and the complete technical build of high impact ads. This tier is utilized by brands requiring net-new interactive campaigns optimized specifically to capture human focus across the open web.
Build-Only: A streamlined technical adaptation service designed for clients with existing creative assets. Agencies provide raw, flat design files (such as layered PSDs, static image assets, or raw video files), and the Adnami technical team engineers these assets directly into responsive Adnami programmatic templates. This process ensures cross-screen scalability and format compliance without burdening the agency’s internal developers.
Programmatic Curation
Navigating the highly fragmented open web to secure premium ad placements requires extensive supply path optimization. The Adnami programmatic curation service resolves this friction by actively bundling high-quality publisher inventory into accessible Private Marketplace (PMP) deals.
Contextual Filtering: Publisher inventory is grouped based on strict contextual parameters and semantic data, ensuring that advertiser campaigns appear exclusively alongside highly relevant, brand-safe editorial content.
Supply Path Efficiency: By packaging verified domains into single, executable Deal IDs, the service accelerates programmatic direct ad trading. This allows media buyers to execute high-yield, cross-publisher campaigns at scale without the operational overhead of negotiating individual insertion orders across hundreds of disparate publisher networks.
Managed Services
For organizations lacking the internal trading infrastructure, specialized AdOps personnel, or access to enterprise Demand-Side Platforms (DSPs), Adnami provides a comprehensive managed service tier.
End-to-End Execution: The managed service operations team assumes full control of the programmatic campaign lifecycle. This includes initial DSP setup, technical trafficking, precise audience targeting, and real-time bidding execution.
Attention Optimization: Throughout the duration of the media buy, the trading team actively optimizes the bid stream utilizing proprietary Sonar attention measurement data. The team manually suppresses low-performing domains and reallocates budgets toward high-attention placements to minimize the overall Attentive Cost Per Mille (aCPM), delivering transparent performance reporting upon campaign completion.
Who They Serve: The Adnami Ecosystem
The operational architecture of Adnami is designed as a dual-sided ecosystem. By addressing the specific technical and financial pain points of both the buy-side and the sell-side, the platform facilitates a more efficient programmatic advertising supply chain across the open web.
Advertisers & Agencies
On the buy-side, Adnami serves media holding companies, independent trading desks, and direct-to-consumer enterprise brands. The platform provides these entities with the mechanics required to execute large-scale brand awareness campaigns without sacrificing programmatic buying efficiencies.
Buy-Side Mechanics: Media buyers utilize standard Demand-Side Platforms (DSPs) to traffic Adnami formats exactly as they would standard static banners. This integration eliminates the need for direct publisher negotiations and manual creative handoffs typically required for custom rich media executions.
ROI Gains and Metric Integrity: Return on Investment (ROI) is quantified using attention-based ad measurement rather than legacy click-through rates (CTR) or basic viewability. By minimizing spend on low-attention placements and tracking verified time-in-view, agencies lower their Attentive Cost Per Mille (aCPM), driving higher financial efficiency across top-of-funnel media budgets.
Brand Awareness Focus: Enterprise advertisers deploy high impact ads—such as full-screen overlays and fluid skins—to secure maximum share-of-screen. These immersive formats consistently generate higher brand recall metrics compared to standardized display banners, effectively combating ad blindness across consumer audiences.
Publishers
On the sell-side, Adnami serves Tier-1 digital publishers, specialized editorial networks, and independent media owners seeking to maximize the value of their digital real estate without deteriorating the user experience.
Sell-Side Mechanics: Publishers integrate the proprietary enabler script to certify their domain layouts. This technical integration allows the publisher’s existing ad server (such as Google Ad Manager) to dynamically recognize and render out-of-page Adnami formats when specific deal parameters are successfully matched in the bid stream.
Increasing Publisher Yield Standard Placements: The core value proposition for media owners centers on direct inventory monetization. The technology allows publishers to transform standard, low-margin banner slots into premium high impact programmatic display placements dynamically upon ad load.
Publisher CPM Optimization: By facilitating the seamless delivery of larger, attention-generating formats, publishers command significantly higher clearing prices and Cost Per Mille (CPM) rates. This yield optimization strategy empowers publishers to drive increased revenue from the open web advertising ecosystem without introducing intrusive clutter or increasing the total volume of ad units on a page.
Strategic Partnerships Driven by Adnami
The operational viability of the Adnami platform relies heavily on its active adoption by both sides of the digital media supply chain. To achieve programmatic scale without custom site-by-site integrations, the organization has established deep, verified operational partnerships across major global agency holding groups and premium European publisher consortia.
These integrations bypass the traditional vendor-client relationship, embedding the Adnami technology directly into the core trading workflows and domain architectures of its partners.
Agency Holding Group Partnerships
To secure demand-side liquidity, the platform establishes structural alliances with massive media buying networks that require automated, cross-border execution capabilities.
Omnicom Media Group (OMG): A primary example of enterprise buy-side integration is the strategic partnership forged with Omnicom Media Group, initially scaling through its Swedish hubs and expanding cross-market. OMG agencies—including OMD, PHD, and Hearts & Science—utilize the platform to gain direct control and transparency over their high-impact programmatic trading. By integrating Adnami, OMG bypasses fragmented, manual rich media buys, allowing its traders to execute complex, attention-generating campaigns programmatically using standardized formats across thousands of domains simultaneously.
Dagmar (Finland): As the leading marketing agency in Finland, Dagmar integrates the technology to drive advanced analytics and performance-based digital strategies. The partnership enables the agency to transition client budgets toward fully measurable, high-impact programmatic display campaigns that outperform standard standard media benchmarks in Attention Per Mille (APM).
Premium Publisher Network Alliances
On the supply side, the platform forms critical infrastructure partnerships with Tier-1 publisher organizations. These publishers integrate the proprietary enabler script to transform their standard placements into high-yield, premium inventory without degrading core web vitals or user experience.
Schibsted Media Group: As the largest media group in the Nordics, Schibsted maintains a comprehensive, strategic partnership with Adnami. The publisher utilizes the technology to activate high impact creatives across its extensive portfolio of market-leading news sites, including Aftonbladet, Svenska Dagbladet, VG, and Omni. This integration standardizes complex formats like Topscrolls and Midscrolls across the Schibsted ecosystem, addressing advertiser demand for premium reach while driving significant publisher CPM optimization and supporting independent journalism through increased ad yield.
Amedia: As Norway’s largest publisher of local media, operating over 90 local newspapers, Amedia partners with the technology provider to offer premium formats to the programmatic market. This scale provides enterprise advertisers with immediate, frictionless access to highly localized, engaged regional audiences without requiring separate ad trafficking per publication.
Alma Media: A prominent Finnish media giant that expanded its Adnami integration to support formats across major digital assets such as Iltalehti.fi, Kauppalehti.fi, and Nettiauto.com. The partnership specifically utilizes the platform’s Sonar capabilities to track predictive attention metrics, actively measuring Effective Attention Per Mille (eAPM) to prove inventory value to programmatic buyers.
FUNKE Digital & Otavamedia: Representing broader European expansion, publishers like FUNKE in Germany and Otavamedia in Finland deploy the infrastructure to monetize diverse digital magazine and online portal audiences, replacing lower-performing legacy display ads with verified, high-yield digital templates.
Adnami vs Competitors in High Impact Advertising
Evaluating the platform against competing ad tech providers requires analyzing the distinct operational differences in how each vendor approaches the open web advertising ecosystem. The following direct analytical comparisons highlight the structural differences across features, pricing efficiency, and market scale.
Adnami vs Seedtag
Seedtag focuses fundamentally on contextual AI and in-image advertising, whereas Adnami is engineered exclusively to standardize high-impact formats across the programmatic bid stream.
Features: Seedtag utilizes machine learning algorithms to scan publisher editorial text and images to inject native ads directly into relevant visual content. In contrast, Adnami relies on zero-code HTML5 ad templates that collapse or expand publisher site slots to render out-of-page interactive units without altering the core editorial images.
Pricing: Seedtag typically bundles its contextual intelligence algorithms into the overall media CPM, often requiring managed service commitments. Adnami applies a transparent technology CPM surcharge that can be executed fully self-serve via programmatic direct ad trading, granting buyers tighter control over their margin structure.
Scale: Seedtag’s scale is limited by the availability of scannable, brand-safe images within its specific publisher network. Adnami formats scale across any certified publisher layout universally, generating higher reach for standard rich media campaigns regardless of the specific on-page image density.
Adnami vs StackAdapt
StackAdapt operates as a fully comprehensive Demand-Side Platform (DSP), whereas Adnami functions as an agnostic creative and measurement infrastructure that plugs into existing DSPs.
Features: StackAdapt provides end-to-end campaign bidding, audience targeting, and multi-channel execution natively within its own platform. Adnami does not bid on media; instead, it supplies the Adnami programmatic templates and the Sonar attention measurement layer that media buyers use inside their pre-existing enterprise DSPs (like DV360 or The Trade Desk).
Pricing: StackAdapt charges via a SaaS platform fee or percentage of media spend, requiring buyers to route their budgets through its specific trading desk. Adnami’s fee is solely tied to the creative rendering and attention data processing, completely separating the creative cost from the media bidding fee.
Scale: StackAdapt is highly effective for mid-market agencies needing a centralized DSP solution. Adnami caters directly to enterprise buyers who are already locked into major DSP contracts but require the ability to execute high impact programmatic display uniformly without migrating trading platforms.
Adnami vs Pixis
Pixis is a generative AI infrastructure platform built to automate creative production and audience targeting, while Adnami is focused on format standardizing and attention telemetry.
Features: Pixis utilizes AI to dynamically generate thousands of creative iterations and audience segments, primarily optimizing for performance marketing across walled gardens (like Meta or Google Ads). Adnami provides standardized non-standard display infrastructure specifically for the open web, focusing on how the creative physically interacts with the publisher page (e.g., Topscroll ad format rendering).
Pricing: Pixis operates on an enterprise SaaS licensing model focused on AI processing volume and module access. Adnami relies on a transactional CPM pricing structure directly tied to programmatic delivery.
Scale: Pixis scales its value by reducing the man-hours required for creative ideation and bid adjustments across search and social channels. Adnami scales by instantly adapting complex responsive rich media formats to fit thousands of independent publisher sites without manual coding adjustments.
Adnami vs Teads
Teads established the global standard for outstream video advertising, while Adnami represents the evolution into comprehensive, multi-asset high-impact display.
Features: Teads is historically dominant in placing outstream video players within the paragraphs of editorial articles. Adnami supports similar inline video capabilities (Midscroll ads) but expands its architecture significantly to include full-page takeovers, shoppable HTML5 widgets, and fluid skins. Adnami also actively utilizes adaptive streaming video ads to reduce data waste, whereas Teads focuses heavily on its proprietary studio formats.
Pricing: Teads often operates via guaranteed outcome models (such as Cost Per Completed View) operating largely as a managed marketplace. Adnami focuses on enabling transparent media buy transparency, allowing buyers to purchase standard impressions and calculate their own Attentive Cost Per Mille (aCPM) using the Sonar tag.
Scale: Both platforms maintain massive global publisher footprints. However, Teads traditionally required exclusive publisher integrations to serve its video player. Adnami allows publishers to increase their standard banner yields by transforming those existing placements into high-impact units dynamically, providing a less restrictive path to publisher CPM optimization.
Adnami Notable Clients
The enterprise adoption of the Adnami platform spans multinational brands and specialized digital agencies seeking to maximize the efficiency of their media spend. By standardizing complex creative delivery, the technology infrastructure enables these organizations to execute high-impact campaigns that drive measurable attention and verifiable financial returns. Below are documented operational use-cases detailing specific platform deployments.
Tele2
Tele2, a major European telecommunications operator, leveraged the programmatic ad infrastructure to overcome ad blindness associated with legacy mobile display formats.
Format Deployed: Mobile Topscroll ad format.
Operational Objective: Capture maximum share-of-screen on mobile devices without disrupting publisher core web vitals.
Performance Outcome: By seamlessly integrating the creative into the user’s natural scrolling behavior, the campaign yielded 4.3x higher attention compared to standard MPU (Mid-Page Unit) formats. This validated the brand’s strategic transition from standard static banners to high impact programmatic display for consumer acquisition.
Flatpay (via Obsidian)
Flatpay, a payment solutions provider, executed a B2B acquisition campaign through the digital performance agency Obsidian, focusing specifically on dynamic creative adjustments.
Technology Deployed: Sonar Adnami predictive attention measurement.
Operational Objective: Optimize the bid stream based on real-time human focus rather than legacy click-through rates.
Performance Outcome: The trading desk utilized automated Creative Optimization by ingesting real-time attention data back into the bidding workflow. By systematically pausing low-performing creative assets and shifting budget toward high-performing variations, the campaign increased its overall Attention Per Mille (APM) by 4.4%, demonstrating the financial efficiency of programmatic attention bidding.
Diageo
Diageo, a multinational beverage alcohol corporation, required a scalable solution to execute commerce media across diverse regional markets without inflating creative production timelines.
Format Deployed: Interactive Adnami formats with shoppable integrations.
Operational Objective: Automate commerce media at scale, embedding localized pricing and product feeds directly within premium publisher environments.
Performance Outcome: This standardized non-standard display approach bypassed the need for custom HTML5 coding for each individual regional market. The centralized template architecture allowed Diageo to launch highly interactive, shoppable campaigns 15 times faster than legacy rich media workflows, securing a direct bridge between premium brand awareness and e-commerce conversions.
Polestar
Polestar, the premium electric vehicle manufacturer, deployed the platform’s expansive ad architecture to drive top-of-funnel brand awareness for new vehicle launches across the open web.
Format Deployed: Full-screen overlays and fluid skins (Takeover formats).
Operational Objective: Maximize verified time-in-view and drive branding ROI across premium automotive and lifestyle digital publishers.
Performance Outcome: By executing high impact ads directly through existing Demand-Side Platforms (DSPs), Polestar achieved extended time-in-view metrics and a significant reduction in their overall Attentive Cost Per Mille (aCPM). The deployment proved that standardizing rich media directly correlates with measurable branding ROI, capturing extended human focus without incurring custom, site-by-site production costs.
Frequently Asked Questions (FAQ) About Adnami Programmatic Operations
What is Adnami?
It is an advertising technology platform that bridges standard programmatic advertising with custom rich media. It provides standardized HTML5 ad templates that allow agencies and publishers to scale high impact ads across the open web advertising ecosystem without relying on manual, site-specific coding.
How does the platform measure ad attention?
The infrastructure utilizes its proprietary Sonar attention measurement technology. Instead of relying on legacy viewability, Sonar Adnami processes predictive telemetry data—such as exact pixel coverage, precise time-in-view, and user interactivity—to calculate true human focus on digital ad units.
What are the primary formats available?
The core Adnami formats include the Topscroll ad format, Midscroll ads, Fullpage Overlays, and responsive Fluid Skins. These formats dynamically adapt to varying publisher dimensions, supporting both static images and adaptive streaming video ads.
How do publishers implement the Adnami Enabler script?
Publishers integrate the proprietary enabler script either as an On Page deployment (hardcoded into the site’s <head>) or via an On Domain conditional load. This deployment enables out-of-page programmatic deals to execute seamlessly.
Does the technology rely on third-party cookies?
No, the system operates a strictly cookieless programmatic display architecture. Technical parameters are processed entirely in memory for milliseconds to facilitate correct format rendering and are immediately discarded, preventing cross-site user tracking.
What is the difference between APM and eAPM?
Attention Per Mille (APM) measures the total attentive seconds generated per 1,000 visible impressions, isolating creative strength. Effective Attention Per Mille (eAPM) measures attention across all total served impressions, determining the overall efficiency of the media buy.
Which DSPs and SSPs are compatible with Adnami?
The ecosystem natively integrates with major Demand-Side Platforms including DV360, Adform, and The Trade Desk, as well as primary Supply-Side Platforms like Google Ad Manager (GAM) and FreeWheel.
What is a Midscroll ad within this ecosystem?
A Midscroll is an inline, high-impact format that reveals itself as the user scrolls through editorial text. It adapts dynamically to the browser’s width and requires specific HTML5 zip ad specifications to execute correctly without disrupting publisher content.
Can the software bypass programmatic SafeFrames?
Yes, the proprietary script is engineered to safely bypass legacy SafeFrames. This is a technical requirement to allow dynamic layouts to expand securely outside of standard fixed-pixel banner containers.
How is the solution priced for media buyers?
Media buyers typically pay a technology CPM (Cost Per Mille) surcharge layered directly into their DSP bidding workflow. This structure ensures transparent programmatic direct ad trading and eliminates the necessity for separate SaaS licensing fees.
Adnami Profile Structure:
Name: Adnami
Industry: Advertising Technology (Ad Tech) and Programmatic Advertising
Founded: 2017 (officially launched as an independent entity in 2019)
Founders: David Borring
CEO: Simon Kvist Gaulshøj
Headquarters: Skindergade 45, 3rd Floor, 1159 Copenhagen C Denmark
Global Footprint: Headquartered in Copenhagen with commercial hubs and offices across London, Hamburg, Stockholm, Helsinki, Paris, Belgrade, and Amsterdam. The platform scales across over 8,000 global publisher websites.
Ownership Structure: Private, venture-backed company (Institutional investors include QNTM).
Total Funding & Stage: Series A (Total funding raised is approximately $1.38M, heavily relying on bootstrapped, revenue-generating growth).
Annual Revenue: ~$8.3 Million ARR (Annual Recurring Revenue as of late 2025/early 2026 estimates).
Number of Employees: Approximately 60 to 75 employees.
Target Audience: Enterprise media agencies, holding companies (e.g., OMG), Tier-1 digital publishers, and global direct-to-consumer advertisers.
Core Product Lines: Zero-code high-impact programmatic ad templates (Topscroll, Midscroll, Takeover, Social Display), Sonar predictive attention measurement, and publisher yield optimization mechanics.
Key OEM Partnerships & Integrations:
Publishers: Schibsted Media Group, Amedia, Alma Media, FUNKE Digital.
DSPs: Display & Video 360 (DV360), Adform, The Trade Desk, Xandr, Amazon DSP.
SSPs: Google Ad Manager (GAM), FreeWheel, Magnite, PubMatic.
Regulatory Clearances & Certifications: IAB Transparency and Consent Framework (TCF) Vendor ID 612, fully GDPR compliant utilizing zero-storage and transient data processing (Cookieless Architecture).
NAICS and SIC Codes:
NAICS Code: 541613 (Marketing Consulting Services) / 541810 (Advertising Agencies – Programmatic ecosystem)
SIC Code: 8742 (Management Consulting Services) / 7311 (Advertising Agencies – Ad Tech enabler)
Website: adnami.io