Adform Leadership Team Welcomes New Regional and Global Leaders

Adform announces the appointment of Daniel Neuhaus as Senior Vice President and Regional President for the DACH region, as well as the promotion of Stefan Sommer to Chief Growth Officer. With these two personnel decisions, the company is strengthening its Adform leadership team during a phase it describes as crucial for agentic advertising, omnichannel, and identity solutions.

Daniel Neuhaus Takes Over the DACH Region

According to his own statements, Daniel Neuhaus brings more than two decades of leadership experience in the field of advertising technology in the DACH region. His career includes co-founding emetriq and xplosion, as well as holding senior positions at mrge and Axel Springer. Based in Hamburg, he will be responsible for Adform’s operations in Germany, Austria, and Switzerland—including Splicky, which was acquired by Adform at the end of 2025.

«Adform has earned an outstanding reputation for innovation, independence, and customer focus. I look forward to building on this dynamic momentum together with our customers, partners, and teams in the DACH region and continuing to drive growth,» says Daniel Neuhaus.

Stefan Sommer is promoted to Chief Growth Officer

Stefan Sommer has been with Adform for ten years and has held various leadership positions. Most recently, he headed the DACH region as well as the Global Sales & Partnerships division. In his new role as Chief Growth Officer, he will lead Adform’s global partnerships and business development in the areas of media, data, technology, global clients, and agencies, and drive the commercial aspects of the company’s growth.

Sommer comments: «After ten years at Adform, I’m looking forward to starting this new chapter as Chief Growth Officer. We have a strong foundation, a clear vision, and a unique opportunity to help shape the future of the advertising market.» When it comes to specific priorities, he highlights the company’s leading position in agentic advertising, the launch of Adform Flow via MCP, the ID Fusion identity solution, and ongoing innovations in the omnichannel space, including DOOH.

Both report to the Chief Operating Officer

Both Daniel Neuhaus and Stefan Sommer will report to Oliver Whitten, Chief Operating Officer at Adform, and will be part of the Senior Leadership Team. Whitten says: «Daniel brings a wealth of experience in one of our key regions and is joining us at an exciting time for both Adform and the industry. Our market is evolving rapidly, driven by the rise of agentic advertising and accelerated development in the omnichannel space.» Regarding Sommer, Whitten notes: «Stefan has played a key role in Adform’s success over the past ten years. In his new role as Chief Growth Officer, he is ideally positioned to strengthen our strategic partnerships and unlock new growth opportunities across all areas of the company.»

For more information about Adform, visit https://www.adform.com.

Adform, the most powerful and secure media buying platform, and AdTech company True Relevance, provider of psychographic contextual targeting solutions, are entering into a technology partnership. For the first time, psychographic contextual is now available as a standardized and customizable targeting option for campaigns via the Adform platform.

Agencies and advertisers thus have next-generation data segments at their disposal for the management of programmatic display, moving image and mobile campaigns - scalable, cookieless, psychographically precise and privacy-first.

In future, advertisers will be able to access extensive psychographic data via the partnership in order to address relevant target groups with pinpoint accuracy. This will enable previously unused "no-ID traffic" to be used efficiently and effectively for campaigns. It is estimated that no-ID traffic now accounts for more than half of all traffic - which can be effectively addressed again with Psychographic Contextual.

Understands human motives and attitudes

True Relevance's AI understands the human motives and attitudes conveyed in content - and uses this understanding to precisely connect campaigns with the appropriate environments. This collaboration is particularly beneficial for agencies and advertisers looking for effective cookieless targeting options, as well as publishers looking to effectively utilize their non-ID inventory.

Alexander Weißenfels, VP DACH at Adform, explains: "By integrating True Relevance, we are enriching our platform with an innovative, AI-supported psychographics approach. This enables precise and privacy-compliant targeting. Data protection is essential today, and we continue to offer agencies and brands new opportunities to realize effective campaigns on the open web. Our aim is to combine technological excellence with responsibility."

Jörg Vogelsang, Chief Growth Officer and Managing Partner at True Relevance, adds: "Our goal is to offer brands comprehensive reach relevance. Our partnership with Adform represents a privacy-centric approach without the use of user IDs. In the changing open web, we create new opportunities by deriving relevance from user psychographics. In the changing open web, we enable relevance through psychographically informed context analysis, not individual profiling. The upheavals in online marketing offer the opportunity to redesign the advertising system. The future of digital advertising lies in a deep understanding of content, situations and human motives, which enables brands to connect more strongly with their target groups."