Why Adform: As a long-standing Adform client, Vodafone has greatly benefited from Adform and DoubleVerify’s (DV) partnership. By incorporating a market-leading brand suitability product suite into their digital strategy, Vodafone were able to successfully buy fraud-free, brand suitable, and viewable media. Challenges: One of Vodafone UK’s key KPIs is Media Block Rate, a measure of how many impressions are deemed fraudulent and/or brand unsuitable in the campaign reporting. Historically, Vodafone UK saw a 4.14% block rate with DV, by manually blocking poor performing domains in the DSP. Solution: Adform’s integration with DV’s Authentic Brand Suitability (ABS) product enables advertisers to cre- ate a centralized set of brand safety, suitability, and fraud controls. Vodafone was able to

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