As advertisers push for more integrated and transparent media buying across channels, consolidation in programmatic advertising continues to reshape the European MarTech landscape. Adform has announced the acquisition of Splicky, the advertising technology division of Goldbach Group, strengthening its omnichannel media buying capabilities across the DACH region and significantly expanding its presence in Digital Out Of Home advertising.
Adform, Europe’s leading independent media buying platform, said the acquisition enhances its global omnichannel offering by combining Adform’s end to end technology with Splicky’s deep local market expertise. Founded in Berlin, Splicky has built a strong footprint across Germany, Austria, and Switzerland and is widely recognized as a leader in programmatic DOOH advertising in one of Europe’s most advanced digital advertising markets.
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The acquisition enables Adform to integrate high quality DOOH inventory into its platform alongside existing display, video, audio, connected TV, and other formats. For advertisers and agencies, this means the ability to plan, activate, and optimize DOOH campaigns using the same data driven intelligence, transparency, and workflows already available across Adform’s omnichannel environment. The move addresses long standing fragmentation in DOOH buying and aligns it more closely with broader programmatic strategies.
Splicky has operated as a subsidiary of Goldbach Group AG, one of Switzerland’s largest advertising marketers, and has served as a preferred partner for programmatic access to proprietary inventory across the Goldbach and Tamedia portfolios. Working with close to two hundred customers, Splicky has developed long standing relationships with agencies, advertisers, and publishers throughout the region. These partnerships, combined with its operational expertise in DOOH, are expected to complement Adform’s global scale and technology.
“First and foremost, the increased scale that this combination ensures is great news for our clients,” said Troels Philip Jensen, CEO of Adform. “We will accelerate our capabilities, presence, and partnerships to the benefit of both Splicky and Adform clients. The acquisition strengthens our position in the DACH region, adds important Digital Out-Of-Home capabilities, and accelerates our strategy of expansion into high-growth emerging channels. Splicky brings deep local expertise, trusted publisher relationships, and a strong service-driven culture that aligns well with Adform.”
Goldbach leadership highlighted the strategic fit between the two companies. Christoph Marty, CEO of Goldbach Group, said he was pleased that Splicky and its team would continue their journey within a business fully focused on advertising technology and the broader ad tech ecosystem.
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From Splicky’s perspective, the acquisition represents an opportunity to scale innovation while maintaining close customer relationships. “We are now looking forward to writing a new chapter together with Adform,” said Sven Ruppert, Managing Director of Splicky. “In this new setup, we will continue to focus on innovation and close customer relationships on the ground. In addition to a complementary geographic footprint, we share a common vision: to offer European advertisers a first-class alternative to large American technology companies.”
The transaction remains subject to customary closing conditions and is expected to be completed by December 31, 2025. For advertisers, the deal underscores how omnichannel media buying is evolving to include DOOH as a core, data driven channel.
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