Adference GmbH was founded in 2014 by a group of researchers at Leuphana University Lüneburg. Years of extensive research on statistical online marketing models developed in close cooperation with large advertisers led the way. In the course of their research activities, the founding members devised new approaches to the optimization of online advertising. Their models received international recognition and were honored with several awards. Since 2014, the models have been available as Adference products and: they formed the basis of the Adference Bid Management System and the Adference tool for cross-channel attribution modeling.
Under the supervision of Prof. Dr. Burkhardt Funk, his research assistants Tobias-Benedikt Blask, and Christian Borck developed innovative statistical approaches to bid management. Dr. Florian Nottorf’s research focused on the development of advertising effectiveness models that are now key to Adference’s state-of-the-art attribution analysis and media optimization. Cofounder Stefan Kleine Stegemann’s early involvement in the project, along with his experience in software engineering, allowed him to lay the foundation for scalable, automated Adference technologies.