Adform began as an ad server. Ten years ago, facing a programmatic crossroads, Adform decided to broaden its portfolio, putting it in direct competition with much larger companies, including Google. Schlosser explains how Adform dealt with that challenge, as well as current challenges such as merging data silos. Schlosser also explains how a pharmaceutical computer scientist like him ended up in ad technology. "The Internet is a large sensor," he says.