Where ADYARD Began
ADYARD, formerly Bollify, started as analysis and insight software for bol sellers. The focus was on depth from the beginning: understanding what happens in accounts with many products, campaigns, and budgets. In practice, the software was mainly used by larger brands and agencies, simply because the complexity and level of detail aligned with parties already operating at scale.
In that phase, we were actually a competitor to platforms like MarktMentor. While MarktMentor focused on broad overview and seller tools, our strength was in analysis and performance logic. Not broader, but deeper.
From Insight to Responsibility
Over time, we noticed that insight alone was not enough for many clients. Brands wanted not only to understand what happened in their advertisements but also assistance with actually executing their strategy. Therefore, we started offering advertising services alongside our software.
Hands-on, with full responsibility for campaign structure, bidding, and performance. We worked with large accounts, real budgets, and continuous optimization. That practical experience quickly clarified what was scalable and where advertisement management encountered obstacles in practice.
The Scalability Problem
The demand for our help grew rapidly. So fast that at one point, we had to consciously decline clients. Not because there was a lack of demand, but because quality was always our priority.
Our way of working was effective precisely because it was structured and consistent. But that also had its limits. As long as everything depended on people, manual checks, and individual knowledge, real scale was impossible. We faced a fundamental choice: compromise on quality or translate our way of working into a system.
From Service to Advertising System
We consciously chose the latter. Not because we wanted to "build software," but because we already had everything necessary to do it well. We had the team to develop software, years of experience with scalable advertisement management, and clear logic behind what works and what doesn't.
Everything we manually did for clients over the years has been documented in software. Not as a standalone tool or a convenient feature, but as a complete advertising system. A system that scales campaigns, consistently applies decisions, and retains control during growth.
This system was developed for internal use by our own advertising specialists. It has been tested and further developed on real campaigns, with real budgets and real results. Only when the structure and logic proved themselves in practice did the question arise of how we could make this more accessible without lowering our standards.
Why MarktMentor is the Right Partner
To make ADYARD accessible to more sellers, the right context was crucial. We weren't simply looking for distribution to reach more users, but a platform already central in the daily work of bol sellers.
MarktMentor is precisely that place for many sellers. It is the platform where overview, analysis, and decisions come together. Moreover, MarktMentor shares the same focus: fully centered on bol, without distraction to other marketplaces. That makes the integration logical.
MarktMentor offers overview and context. ADYARD automates and directs advertisements. Together, they form one workflow instead of separate tools and fragmented processes.
From Exclusive to Accessible
What was primarily available for years to large brands and agencies through service is now accessible to anyone seriously engaged in advertising. Not by lowering the bar, but by making the same systematics product-ready.
Teams wanting to manage their ads in-house also now have access to professional campaign structure, ad automation with control, and logic forged in practice.
What This Means
For ADYARD, this collaboration means we can continue doing what we do best: focusing on bol advertising, building systems rather than individual optimizations, and prioritizing quality over volume.
For you as a seller, it means access to an advertising system developed for professional use, tested in practice, and integrated into a platform you already use. No extra tools, no disjointed workflows, and no compromises.
The first beta of ADYARD within MarktMentor goes live during Webwinkel Vakdagen on March 25-26, 2026. Leading up to that, we will share content, training, and live demos to prepare you for professional advertising on bol.
This collaboration is not a marketing story, but the result of years of building, testing, and consciously choosing quality. With MarktMentor as a partner, we make advertising automation scalable, accessible, and future-proof on bol, without compromising the standard ADYARD represents.
Finally: A Logical Step Forward
ADYARD remains active in advertising services even in this new phase. We still help brands manage and scale their ads on bol, with the same focus on quality and results. In practice, we already saw something interesting happening: a large part of our service clients already used MarktMentor as a central platform for insight and management.
That overlap made one thing clear. The combination of MarktMentor and ADYARD already worked in practice, just not yet as an integrated system.
By integrating ADYARD into MarktMentor, we now bring these worlds together. Not as a replacement for services, and not as a standalone tool, but as an enhancement of each other. For clients, this means strategy, insight, and execution come closer together. For us, it means that we can make our way of working broadly accessible without compromising the standard we uphold.
That is not an addition but a multiplication.
1 + 1 = 3.
