Adform, the most powerful and safe media buying platform built for the game changers, today (February 19th, 2024) announces the strategic appointments of Gary Humphreys and Martin Roberts as sales directors. The move marks a giant leap in Adform’s mission to advance the UK advertising technology landscape, with a special focus on Manchester and the vibrant fast-growing Northern market. 

Gary and Martin, who bring with them valuable experience from Microsoft Advertising and Dentsu, respectively will be pivotal in building on Adform’s sharp trajectory of growth in the UK. They will forge strategic partnerships with brands across Northern England and promote the game-changing capabilities of Adform's integrated ad platform: FLOW. This includes building awareness of the latest product developments for uncompromising ad spend performance. 

Gary is a seasoned professional with over two decades of experience in online media, advertising, and digital marketing. As the client partner lead for the UK & Israel for Microsoft Advertising, he has an impressive track record steering strategic growth for renowned clients like bet365, Paddy Power/Betfair, William Hill, Entain Group, 888.com, and others.

Martin joins Adform after nine years at Dentsu, where he was head of media & data partnerships for Agency Trading Desk Amnet before moving into a commercial role responsible for all digital investment in North Manchester, Leeds, Newcastle, and Edinburgh. He also served as the head of programmatic, UK for Dentsu, successfully managing programmatic and biddable teams advertising operations for the UK market across iProspect, Carat, and Dentsu X.

Martin Roberts, commenting on his appointment: "I’m excited to join Adform at such a crucial time in the industry's evolution. With the challenges currently posed by the depreciation of cookies coupled with significant economic pressures, there is a huge demand for credible identity solutions. Adform's innovative and client-centric solutions position us well to exceed expectations and tackle these challenges head-on."

Gary Humphreys, said: "Too many businesses and platforms are still not fully prepared with robust first-party data strategies. This has never been an issue for Adform, with a privacy-by-design platform supported by industry-leading technology. Having future-proofed our global clients and their advertising activity, we want Northern marketers to know we can support them too and unlock the full potential of their ad spend."

James Urquhart, director enterprise sales at Adform, comments: "We’re thrilled to welcome Gary and Martin to the Adform team. Their extensive experience and vision align perfectly with Adform's commitment to changing the game for brands and agencies out of Manchester, and  their leadership will be instrumental in solidifying us as the go-to provider for end-to-end advertising solutions in the North of England."