About · Adorphic

The belief

Markets misprice media, just as they misprice most things.

Financial markets misprice companies. Property markets misprice assets. Advertising is no different, because attention follows familiarity, and a great deal of strong media is passed over simply because it is not yet well known. Our mission is to measure intrinsic media value, challenge that bias, and amplify what has been overlooked. Our vision is an ecosystem where inventory is valued by measurable quality rather than reputation.

What we hold to

Three laws.

Law one

Value and recognition are not the same thing.

Well-known media is not automatically better, and lesser-known media is not worse simply because fewer people recognise it.

Law two

Performance should outweigh popularity.

Decisions should follow measurable outcomes, not familiarity or old buying habits.

Law three

The greatest opportunities exist where markets are least efficient.

Where intrinsic quality exceeds market recognition, opportunity is waiting.

From the founders

We assume that what is recognised is what is valuable. The two are not the same thing. In his book Thinking, Fast and Slow, the psychologist Daniel Kahneman showed that most of our judgments are made quickly, on instinct, and that instinct leans on what feels familiar rather than on evidence. The world demonstrates his point constantly. When one of the finest violinists alive played unannounced in a subway station, thousands of commuters walked past a performance that had sold out a concert hall days earlier. The music had not changed. Only the recognition had. Adorphic began with a simple conviction: that the same blind spot runs through digital media, and that measuring worth honestly, rather than by reputation, uncovers value that was there all along. Once you start looking for what is overlooked, it is difficult to stop noticing it.

Matthew Morgan and Mark Davies · Co-founders

Founders

Who is behind Adorphic.

Matthew Morgan

Co-founder

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Matthew has spent his career across both sides of programmatic. Most recently he was Managing Director for international publisher partnerships at TripleLift, working with media owners across Europe, the Middle East, and APAC, and earlier led yield and inventory at Hearst and programmatic at the BBC, learning from the inside how quality media is built and sold. On the demand side he developed DSP partnerships at Verizon Media, now Yahoo, and at OpenX, seeing at first hand how buying decisions are made and where recognition, rather than evidence, tips the scale. He studied computer programming and applied statistics for the social sciences, which shaped his conviction that media can be measured more honestly than it usually is. Alongside Adorphic, he co-founded Ukrainian Action, a charity supporting Ukrainian people through the war.

Mark Davies

Co-founder

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Mark has spent his career in senior commercial roles in programmatic and digital publishing. Most recently, Mark led TripleLift’s international expansion into growth markets, having previously served as Senior Director of Publisher Development for the UK and Northern Europe. Before TripleLift, he was responsible for video and connected TV monetisation at Telaria (now part of Magnite), partnering with many of Europe’s leading publishers and broadcasters. Earlier in his career at Adform, Mark worked closely with publishers and agencies to deliver creative advertising solutions that combined engaging formats with measurable commercial outcomes. He began his career at dmg media, developing a strong foundation in digital publishing and media sales that has shaped his publisher-first approach throughout his career.

The team