Publisher Platform
Publisher Platform is a self-service platform is a solution that allows a successful competition with Facebook and Google because of its reach, audience, and simplicity of buying. It helps to ensure a brand-safe environment for publishers and provides them with media that allows an accessible and fair media purchase. Mercantila is one of the active Publisher Platform users who shares their experience in the video below.
''We've helped danish publishers to evolve from traditional digital sales to data-driven full-service SMB digital agencies. Publisher Platform is a unique solution that gathers all the most prominent publishers and media houses in Denmark.'' - Martin Jensen, Founder & CCO at Nexta.io
The Challenge
There are several challenges publishers face in the current advertising ecosystem. The major one is that more and more users are saying 'no thanks' to cookies, which among other obstacles, reduces advertisers' coverage with traditional targeting quite considerably. The majority of them are lack quality context and experience a low impact for advertisers. And nevertheless, there is a lack of transparency and clarity - advertisers deal with uncertainty about where they appear.
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In 2020 TV 2 Danmark A/S, JP/Politikens Hus A/S, Berlingske Media, Børsen, Jysk Fynske Medier, Sjællandske Medier have launched the new digital advertising platform called Publisher Platform that can now offer a really strong Danish alternative for Facebook and Google.
The Solution
A self-service platform is a solution that allows a successful competition with Facebook and Google because of its reach, audience, and simplicity of buying. It helps to ensure a brand-safe environment for publishers and provides them with media that allows an accessible and fair media purchase.
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The platform is based on independent advertising technology provided by Xandr and with an easy and user-friendly booking interface developed by Nexta.io. And with a significant contribution from Adnami supporting high impact formats and Adlede for supporting contextual advertising.
Publisher Platform is run by a non-profit association. Each participating media member continues to handle its own sales activities, with no joint sales team set up among the media houses. But they own the platform together via the association, and all requirements for quality and transparency are standard.
The Results
During the first months, Publisher Platform had more than 200 sign-ups in the platform. The latest addition to the network is Aller Media, which joined the platform in May. And Mercantila was one of them. They are an active user of the platform and share their experience in the Interview above.
About Mercantila.dk
Mercantila is an advertising and media agency based in Copenhagen. They do all kinds of marketing services, and one of them is digital. For digital campaigns, they chose to be a part of the Publisher Platform Network.
According to Rasmus from Mercantila, who is an active user of Publisher Platform, there are several reasons and benefits of such platform:
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Simplicity – the platform is very user-friendly and easy to use!
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The platform follows display format standards and delivering good viewability.
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Credibility and quality purchase – the media sites are reliable, and proof checked before they become a part of the platform.
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The entire investment goes to ad purchasing – Publisher Platform creates media support. Every penny invested goes directly to the media instead of the tech giants...
Kenneth Brenøe
Chairman of Publisher Platform
" We are very delighted that Mercantila has chosen to use the Publisher Platform for all the right reasons. They can see the value of simplicity, quality content, transparency, and flexibility in digital media buying for their client, which is one of the cornerstones of the platform.“
