AI and Publishers: A New Era for Digital Advertising

An in-depth analysis of how AI is transforming digital advertising and creating new opportunities for publishers.

The digital advertising landscape is in a constant state of evolution. From the early days of banner ads to the sophisticated programmatic buying we see today, technology has always been at the forefront of this transformation. Now, as we stand on the cusp of a new era, Artificial Intelligence (AI) is set to redefine the way publishers approach digital advertising.

AI, at its core, is about machines learning from data. In the context of digital advertising, this means analyzing vast amounts of user data to predict behaviors, preferences, and trends. For publishers, this presents a golden opportunity to understand their audience on a deeper level, tailor content more effectively, and offer unparalleled value to advertisers.

AI can analyze user behaviour to determine what type of content resonates most with individual users. This allows publishers to serve personalized content, increasing engagement and time spent on their platforms. 

With AI, ad targeting is no longer a game of guesswork. By analyzing user data, AI can predict which ads a user will most likely engage with, ensuring higher click-through rates and better ROI for advertisers. 

AI can forecast trends based on current user behaviour. This means publishers can anticipate what their audience wants before they even know it, staying one step ahead of the competition.

At Concept X, we recognize the transformative power of AI. Our AI-powered tool, Contxt, classifies content based on its context down to the article level. This precision not only enhances the user experience but also boosts advertiser interest in your content. By leveraging AI, we aim to make the local ad industry stronger, ensuring that publishers, big or small, can thrive in this competitive landscape.

The integration of AI in digital advertising is just the beginning. As technology continues to advance, we can expect even more innovative solutions that will further bridge the gap between publishers and their audience. It's an exciting time to be in the digital space, and publishers who embrace AI will undoubtedly be at the forefront of this new era.

Don't navigate the AI-driven digital landscape alone. Partner with Concept X and leverage the power of Contxt to secure your place in the evolving digital world. Contact us today to accelerate your success in the digital ad space.

AI and Publishers: A new era for digital advertising

In the bustling digital landscape, where innovation and tradition intertwine, the power of human connection becomes the heartbeat of progress. At Concept X, we see this not just as an opportunity but as our ethos—a belief that together, as a cohesive network, we can transform the digital ad space. It's about more than just navigating the complexities; it's about pioneering a journey of mutual growth and shared victories.

Imagine a space where every voice is heard, where every challenge is met with a collective resolve to find not just any solution, but one that resonates with everyone involved. This is the reality of being part of the Concept X network. Here, publishers don't just contribute; they co-create, driving innovation that doesn't just solve problems but anticipates future needs.

Consider the journey of introducing high-impact digital ad formats. It began as a solution to a common challenge—how to capture the fleeting attention of audiences. Working closely with our network, we crafted a solution that not only elevated publisher content but also offered advertisers unparalleled visibility. But the story didn't end there. Seeing the broader potential, we rolled out these innovations across our network, amplifying their impact.

The true strength of our network lies in our shared evolutionary path. When we develop a solution that addresses the specific needs of one publisher, we don't stop there. We ask, "How can this benefit everyone?" This mindset ensures that our technological advancements are not just incremental but exponential, benefiting all members of our network.

Our commitment to this collective growth is not just about sharing success; it's about building a foundation for sustainable innovation. It's how we ensure that every member of our network not only keeps pace with the digital ad space's rapid evolution but leads the charge.

In a world where technology often takes center stage, we're bringing the focus back to what truly matters—the human connection. Our collaborations are built on understanding, trust, and a shared vision for the future. It's this human touch that makes our network not just a powerhouse of innovation but a community of forward-thinkers.

Being part of the Concept X network means embarking on a journey where your voice matters, where your challenges become ours, and where your success is a shared celebration. It's an invitation to not just witness but actively shape the future of digital advertising.

As we look forward, let's remember that our strength lies in our unity. Together, we're not just adapting to change; we're setting new benchmarks, driving innovation, and redefining what it means to be a part of the digital ad space. Let's continue to grow, innovate, and transform—collectively.

Together We Grow: How Being Part of Our Network Transforms Challenges into Opportunities

As the digital advertising world braces for the impact of third-party cookie deprecation, Concept X emerges as a beacon of innovation and resilience. Our suite of solutions, tailored to thrive in a post-cookie landscape, leverages the power of strong media verticals, advanced technology, and creative excellence. Here’s how Concept X is redefining advertising success in the new digital era:

1. Strong Media Verticals and Contxt: A Dynamic Duo

In the face of cookie deprecation, our strong media verticals offer targeted environments where advertisers can reach their desired audiences through contextually relevant content. Combined with Contxt, our cutting-edge platform, we enable advertisers to harness the power of context and content alignment, ensuring that every ad reaches its intended audience with precision and relevance. Contxt stands out by offering deep insights and analytics, empowering advertisers to make informed decisions and craft campaigns that resonate on a deeper level.

2. High Impact Solutions Powered by Adnami Technology

Concept X partners with Adnami to bring advertisers high-impact, attention-grabbing ad formats that captivate audiences across digital platforms. These solutions are designed to stand out in a cluttered online world, ensuring that your message not only reaches but also engages your audience effectively. With Adnami's technology, we offer unparalleled scale and reach, making it possible for brands to deliver memorable experiences that drive engagement and conversion.

3. Hello Creative: Unleashing Creative Brilliance

Hello Creative, Concept X's in-house creative agency, is at the forefront of advertising innovation. We specialize in transforming creative ideas into digital masterpieces that break through the noise. In a world without cookies, creativity becomes the cornerstone of effective advertising. Hello Creative excels in crafting bespoke campaigns that leverage emotional and psychological insights to engage consumers on a more personal and impactful level.

4. Storybook: Mastering the Art of Narrative

Storybook, our narrative-driven content and campaign division, believes in the power of storytelling to forge deep connections with audiences. In the post-cookie era, authentic, compelling stories are more crucial than ever. Storybook’s expertise lies in creating content that aligns with your brand's values and resonates with your audience's desires and needs, turning every campaign into an engaging narrative that captivates and inspires.

Conclusion: A Future-Forward Approach to Digital Advertising

As we navigate the challenges and opportunities of the post-cookie landscape, Concept X remains committed to leading the charge. Our comprehensive suite of solutions—ranging from strong media verticals and Contxt to high-impact formats powered by Adnami, and the creative powerhouses of Hello Creative and Storybook—equips advertisers with everything they need to succeed in this new era.

In partnership with Concept X, advertisers can look forward to a future where digital campaigns are not just seen but felt, where engagement and authenticity lead the way, and where success is measured not by clicks but by the genuine connections forged with audiences. Join us as we embrace this new chapter in digital advertising with open arms and innovative solutions.

Navigating the Post-Cookie Era with Concept X

In the Attention Economy, where consumer attention is the ultimate commodity, brands face the challenge of not just reaching but truly engaging their audiences. Concept X stands at the forefront of this evolving landscape, offering a suite of solutions designed to capture, engage, and sustain consumer attention in innovative ways.

Concept X Verticals: Precision in Targeting

Our strong media verticals provide advertisers with premium environments to connect with their target audiences. In the Attention Economy, it's not just about blanket coverage; it's about precision and relevance. Our verticals ensure that your message is placed where it will be most effective, engaging consumers in spaces where they are already seeking information and entertainment related to their interests.

Contxt: The Power of Contextual Relevance

In a world overloaded with information, relevance is key to capturing attention. Contxt, our advanced platform, leverages AI and machine learning to analyze content and consumer behavior, ensuring that ads are not only seen but are also contextually relevant to the audience. This relevance boosts engagement rates, making every ad placement more effective and impactful.

High Impact Formats: Making Every Impression Count

Powered by Adnami technology, our high-impact ad formats are designed to stand out in the digital clutter. These formats grab attention not just by their placement but through their creative design and interactive capabilities. In the Attention Economy, making a strong first impression is crucial, and our high-impact formats ensure that your brand not only captures but holds consumer attention.

Hello Creative, our creative powerhouse, understands the nuances of consumer engagement. In an economy driven by attention, creative storytelling and visually compelling content are paramount. Hello Creative excels in crafting campaigns that resonate on a deeper level, fostering a genuine connection between brands and their audiences. Through innovative design and strategic storytelling, we transform simple messages into engaging narratives that captivate and inspire.

Storybook: The Art of Engagement Through Narrative

At the heart of the Attention Economy is the power of story. Storybook, our narrative-driven division, specializes in turning brand messages into compelling stories that draw consumers in and keep them engaged. In a landscape where attention is fleeting, the ability to tell a memorable story is invaluable. Storybook’s expertise ensures that your brand’s narrative not only reaches your audience but also touches their hearts and minds, creating lasting engagement.

Conclusion: Thriving in the Attention Economy with Concept X

Navigating the Attention Economy requires more than just innovative tools; it demands a partner who understands how to blend technology, creativity, and strategy to capture the most elusive commodity of all—consumer attention. Concept X offers a holistic suite of solutions designed to meet these challenges head-on. From targeted media verticals and contextual relevance to high-impact formats and the power of storytelling, we provide advertisers with the means to not only survive but thrive in the Attention Economy.

Join us on this journey and discover how your brand can leverage the full spectrum of Concept X’s offerings to engage your audience in meaningful ways, turning fleeting attention into lasting connections.

Mastering the Attention Economy with Concept X

As the digital landscape evolves and the reliance on third-party cookies diminishes, publishers face a pivotal shift towards leveraging first-party data. This transition is not merely a reaction to regulatory changes but a strategic move to harness the direct relationship between publishers and their audience. In this context, gated content and login walls emerge as not just alternatives but as cornerstone strategies for engaging users and securing data that drives hyper-targeted advertising.

The impending "cookie apocalypse" underscores the urgency for publishers to pivot towards mechanisms that foster consent-based user engagement. Gated content, characterized by the exchange of value between the publisher and the audience, offers a pathway to collect first-party data. This data, obtained directly from users in exchange for access to premium content, holds the key to generating higher CPMs and session RPMs through more precise ad targeting.

Beyond Cookies: The Login Wall as a Consent Alternative

For users who prefer not to consent to cookies or tracking, providing an alternative means of accessing content is essential. Login walls serve as a viable alternative, offering users the option to buy access to the site. This approach not only respects user privacy preferences but also aligns with the growing demand for transparency and control over personal data.


Leveraging Gated Content for First-Party Data Activation: 


Value-Packed Content: The foundation of a successful gated content strategy lies in the value it delivers. By offering in-depth articles, exclusive insights, or unique experiences behind a login wall, publishers can incentivize users to share their information willingly.

Personalized Newsletters and Forums: Personalization is key to engaging today's digital audience. Through newsletters and interactive forums, publishers can cultivate a community of engaged users, encouraging recurring visits and deeper engagement.

Innovative Subscription Models: The transition towards a subscription-based model, supported by first-party data, allows publishers to tailor their offerings to meet the specific interests and preferences of their audience, enhancing the value proposition and fostering loyalty.

Interactive and Gated Experiences: By creating interactive content that requires login access, publishers can enhance user engagement while collecting valuable data. Quizzes, polls, and gated videos are effective tools for this purpose.

The shift towards first-party data and the strategic use of gated content and login walls represent a future-proof strategy for publishers. In an advertising world where relevance, privacy, and user consent are paramount, these approaches offer a sustainable path forward. By building direct relationships with their audience, publishers not only navigate the challenges of a cookieless future but also unlock new opportunities for growth and monetization.

The journey towards activating first-party data is both a challenge and an opportunity. Publishers equipped with the right strategies, like those offered by Concept X, can turn this transition into a competitive advantage, ensuring their success in the evolving digital advertising ecosystem.

Do you have a “Gated Content Strategy”?

In the realm of digital advertising, strategic partnerships are key to delivering quality and relevance. Concept X is pleased to announce that Filmtopp International, a respected name in film journalism, has joined our portfolio, enhancing our Entertainment Vertical in Sweden.

The inclusion of Filmtopp International into Concept X's suite of partners is a thoughtful step towards strengthening our presence in the Swedish market. This partnership aligns with our commitment to enhancing the advertising value chain within our specialized Entertainment Vertical.

Filmtopp's audience is a coveted demographic for advertisers: engaged, informed, and passionate about the entertainment industry. By integrating Filmtopp into our network, Concept X is poised to offer advertisers direct access to this attractive segment, which is highly sought after by global, Nordic, and Swedish brands alike.

The collaboration with Filmtopp International allows Concept X to offer advertising solutions that are contextually relevant. Advertisers can now place their ads within an environment that is inherently aligned with their target audience's interests, ensuring a higher engagement rate and a more meaningful impact.

This partnership is not just about expanding our portfolio; it's about creating a win-win situation. Advertisers get the benefit of a focused and relevant platform to showcase their products, while the audience enjoys ads that are more aligned with their interests and less intrusive.

The Practical Benefits of Our Collaboration

With Filmtopp International's expertise in the film sector, Concept X can now offer enhanced advertising solutions that are tailored to the unique dynamics of the entertainment industry. This means more sophisticated and nuanced ad campaigns that resonate with viewers.

At Concept X, we are committed to maintaining the integrity of the user experience while delivering ads that matter. Our partnership with Filmtopp is a reflection of this commitment, ensuring that the ads served are not only high in quality but also high in relevance.

The first initiative in this collaboration is a dedicated campaign for SkyShowtime, where Concept X is also responsible for the ad production through the team at Hello Creative.

"We at Concept X are truly looking forward to this collaboration. With Filmtopp.se, we have a very strong entertainment vertical to offer our customers," says Peter Grufman.

Looking Ahead
As we welcome Filmtopp International into our fold, we look forward to the opportunities this partnership will bring. We are excited about the potential to connect advertisers with a passionate audience, creating campaigns that are as entertaining as they are effective.

We invite advertisers who are looking to engage with a dedicated film-loving audience to explore the possibilities with Concept X and Filmtopp. Together, we can create advertising that's not just seen but also appreciated.

Furthermore, we extend a warm invitation to publishers who are interested in learning how Concept X can enhance their advertising potential. If you're a publisher looking to elevate your advertising strategy and collaborate with a team that values innovation and relevance, reach out to us. Let's discuss how we can work together to create a more impactful and engaging ad experience for your audience.

Filmtopp Joins Concept X's Entertainment Vertical in Sweden

In the dynamic realm of digital advertising, upholding brand authenticity is not just a necessity; it's a strategy for lasting engagement. As advertisers grapple with an ever-changing digital landscape, the challenge is to remain authentic to your brand's core values. This blog explores strategies to maintain this authenticity, with a special focus on leveraging Concept X's unique offerings like Hello Creative and Storybook.

Authenticity in branding is about more than just a consistent message; it’s about a genuine connection with your audience, reflecting your brand's true narrative. In the digital ad space, where impressions are fleeting, authenticity becomes your brand's signature, ensuring longevity and relatability.

Ad Clutter: Differentiating your brand amidst a sea of digital ads.



Rapid Platform Evolution: Keeping your brand voice authentic across evolving digital platforms.



Building Trust: Establishing and maintaining trust in an era marked by skepticism.

Strategizing for Authenticity with Concept X:

Hello Creative’s Design Excellence: While the focus is on your message, Hello Creative ensures it's delivered in a visually coherent and engaging manner, subtly enhancing the authenticity of your brand.



Storybook’s Narrative Craft: In the background, Storybook's expertise in storytelling can enrich your brand’s message, ensuring it's not just heard but felt, creating a deeper connection with your audience.



Data-Driven Insights: Use Concept X's analytics and insights to understand audience preferences and tailor your messaging to mirror real interests and values.



Transparent Communication: Embrace transparency in your advertising campaigns, a key principle in building consumer trust and loyalty.

At Concept X, our suite of tools like Contxt and our divisions such as Hello Creative and Storybook are at the forefront of marrying creativity with technology. This synergy ensures that your brand's authenticity is not just preserved but is also amplified in the digital space.

Hello Creative: Crafting Your Brand's Digital Voice:

Hello Creative specializes in transforming your brand ethos into compelling digital narratives. From visually stunning designs to engaging copy, our team ensures that every piece of content reflects your brand's authentic voice.

Storybook, our native content and campaign division, excels in creating content that aligns seamlessly with your brand's narrative, engaging the audience in a meaningful dialogue and fostering a genuine connection.

In the bustling digital advertising landscape, the authenticity of your brand is the beacon that guides your audience to you. By leveraging Concept X's innovative tools and expertise, you can navigate these waters while keeping your brand's integrity and authenticity at the forefront.

Are you ready to elevate your brand's authenticity in the digital ad space with innovative solutions? Reach out to Concept X today, and let's create advertising that's not just effective, but also resonates with your brand's true voice.

Is Your Brand Losing Its Authentic Voice in a cluttered ad space?

In the ever-evolving landscape of digital advertising, staying informed and adaptive is key. Google's recent update to its ad consent policies represents a significant shift, particularly for publishers operating within the scope of GDPR and the UK Data Protection Act. As the deadline looms, Concept X is committed to ensuring you are not only aware but also fully prepared to embrace these changes with ease and confidence.

Google has mandated that publishers must use a Google-certified Consent Management Platform (CMP) for collecting user consent, specifically regarding ad delivery and measurement. This update, in alignment with GDPR and the UK's Data Protection Act, highlights Google's commitment to user privacy and data protection.

It's crucial to note that the deadline for complying with these new requirements is January 16th, 2024. This timeline emphasizes the urgency and importance of updating your consent management practices.

At Concept X, we understand that adapting to new regulations can be challenging. Therefore, we are here to provide comprehensive support to our publishers, ensuring a smooth transition ahead of the upcoming deadline.

The Significance of Vendor Selection in CMPs:

While a lengthy list of vendors in your CMP might seem overwhelming, the focus should be on the relevance and compliance of these vendors, rather than their number. A well-curated list ensures that you're working with the right partners, fulfilling legal requirements without compromising the effectiveness of your advertisements.

Guidance on CMP Implementation: We offer expert advice on selecting and implementing a Google-certified CMP that aligns with your operational needs.



Optimizing Vendor Lists: Our team will assist you in reviewing and optimizing your vendor list, focusing on quality and compliance, to ensure that you're working with the most suitable partners.



Staying Ahead of the Deadline: As the deadline approaches, we're committed to helping you meet these requirements on time, offering ongoing support and updates.

Meeting Google's ad consent policy deadline is a significant step towards more transparent and privacy-focused digital advertising. With Concept X by your side, this transition becomes an opportunity to strengthen trust with your audience and enhance your advertising strategies. Let's work together to ensure you're not only compliant but also positioned for greater success in the digital ad space.

If you have any questions or need assistance in meeting the new Google ad consent policy requirements, please contact us immediately. Our team at Concept X is here to ensure you navigate these changes effectively and meet the deadline with confidence.

Embracing Change with Confidence: Meeting Google's Ad Consent Policy Deadline

In today's digital advertising landscape, brand safety has emerged as a paramount concern for advertisers and media agencies alike. As online spaces continue to evolve, ensuring that advertisements appear in contexts that align with brand values and audience expectations is not just a preference—it's a necessity. Concept X is at the forefront of addressing these concerns, offering comprehensive strategies and tools designed to safeguard brand reputation in the digital realm.

Brand safety refers to the measures and strategies implemented to ensure that an advertisement does not appear alongside content that could be detrimental to the brand's image or offensive to its audience. The implications of neglecting brand safety are significant, ranging from damaged reputations to lost consumer trust and revenue. In response to these challenges, Concept X has developed an integrated approach to ensure ads are displayed in safe, relevant contexts, thereby aligning with brand values and enhancing audience engagement.

Concept X takes brand safety seriously, employing a multi-faceted approach to protect advertisers' interests:

Quality and Suitability Analysis: During the onboarding process, all media within our network undergo a thorough analysis in our ad server to assess the quality and suitability of websites for advertisements. This process, conducted in close collaboration with Google and utilized Supply Side Platforms (SSPs) such as Pubmatic, ensures that ads are displayed on appropriate websites, avoiding unsuitable or offensive content.

Continuous Scanning and Filtering: Our ad server continuously scans and filters both the content and ads across all media in our network. This ongoing vigilance aids in identifying and removing harmful or offensive content, ensuring that campaigns are delivered in a secure environment.

Adherence to Standards: The technical delivery of ads is always in compliance with current standards for ads.txt, sellers.json, and schain, reinforcing the transparency and integrity of our advertising processes.

Use of Blocklists: We employ blocklists to exclude unwanted content and categories, which are regularly updated across our network. Additionally, all media have the option to create their own individual blocklists, offering further customization and safety measures.



Contextual Advertising Demand: With the increasing restrictions on the use of cookie-based data, the demand for advertising in the right context has grown. Concept X has always excelled at ensuring contextually appropriate advertising. We have previously utilized external contextual tools to exclude content and articles related to specific keywords, such as during the Ukraine conflict. Responding to the rising demand, we have developed our proprietary contextual tool, Contxt. Contxt serves both brand safety and campaign targeting purposes, providing advertisers with optimal opportunities for safe and effective advertising.

In a digital advertising world where brand safety cannot be taken for granted, Concept X stands out by offering robust solutions that not only meet but exceed market demands for brand protection. Our innovative tools, such as Contxt, combined with our commitment to quality and safety, position us as a trusted partner for advertisers seeking to navigate the complexities of the digital landscape confidently.

By choosing Concept X, advertisers and media agencies gain access to a suite of advanced tools and a team dedicated to ensuring that every advertisement resonates with its intended audience in the safest possible context. Our approach goes beyond mere compliance; it's about empowering brands to thrive in a digital ecosystem where safety and relevance are key to unlocking unparalleled engagement and loyalty.

In a world where brand safety is integral to digital advertising success, Concept X is your ally. Let's work together to safeguard your brand's integrity and foster meaningful connections with your audience.

Is Your Brand Safe in Display Advertising? - A Concept X Perspective

In today’s digital age, video content has become a cornerstone of user engagement. As a publisher new to video, navigating the creation and integration of video content into your strategy might seem daunting. However, with a structured approach, you can effectively leverage video to enhance engagement, drive traffic, and increase brand awareness. Here’s how:

Before embarking on your video journey, pinpoint what you aim to achieve. Whether it’s boosting engagement, increasing website traffic, or enhancing brand recognition, clear objectives will guide your content strategy and help measure success.

Knowing your audience is crucial. Delve into their preferences—what types of video content do they engage with, and on which platforms? Understanding these aspects will ensure your video content resonates and reaches your audience effectively.

Create a content calendar that mirrors your audience's interests and aligns with your goals. Incorporate a variety of content types, such as:

Diversity in content keeps your audience engaged and coming back for more.

Quality cannot be compromised. Even with limited resources, focus on producing videos with clear audio, steady footage, and good lighting. High-quality videos reflect your brand’s values and message, fostering trust and credibility.

Optimized Distribution Strategy with Concept X

Maximize the reach and impact of your video content through strategic distribution across multiple channels. Leverage your website, social media platforms, and newsletters as primary avenues to engage your existing audience. But don't stop there.

Concept X elevates your distribution strategy by facilitating partnerships and collaborations with other publishers. Imagine the power of shared content across complementary platforms, significantly expanding your audience reach and engagement potential. Your Publisher Manager at Concept X is your gateway to these opportunities, offering tailored advice and connections to ensure your videos make the biggest splash in the digital ecosystem. With Concept X, it's not just about posting content; it's about strategically placing your videos where they'll thrive.

Make your videos interactive. Encourage viewers to engage by integrating calls-to-action, enabling comments, and promoting social shares. Interaction not only boosts engagement but also provides valuable feedback for future content.

Measure, learn, and optimize. Utilize video analytics to track performance and viewer engagement. These insights are invaluable for refining your content strategy and ensuring your efforts align with audience preferences and behaviors.

Monetization: Unlock Your Revenue Potential with Concept X

Monetization is a domain where Concept X excels, offering publishers a variety of models to turn their video content into lucrative revenue streams. Dive into the world of sponsored content and ad integrations, leveraging our sophisticated platform to connect with advertisers seeking to align with your video content.

Concept X stands out by providing cutting-edge technology and forming strategic partnerships essential for placing effective video ads. Our expertise in contextual targeting transforms how ads are matched with video content, ensuring they are not only relevant but also highly engaging. This relevance boosts user experience, leading to increased engagement rates and, ultimately, higher monetization potential.

While we currently focus on sponsored content and ad integrations, our platform's flexibility allows publishers to creatively explore and implement these models to best suit their content and audience. Concept X is committed to driving your revenue growth by optimizing video content placement for maximum impact and return.

Video is a powerful medium that, when leveraged effectively, can significantly enhance your digital presence. By following these steps, publishers can create a successful video content strategy that engages, informs, and entertains their audience.

Publisher Video Strategy: "aaaand action!"

The realm of programmatic advertising is marked by evolving challenges, especially in transparency and efficiency. Notable studies, including the recent ANA report, have highlighted the complexities of programmatic ad spending, where significant inefficiencies and lack of clarity prevail. At Concept X, we understand these industry-wide concerns and provide adaptable solutions that cater to the diverse needs of media agencies and advertisers.

A critical look at the programmatic advertising supply chain reveals that a substantial portion of ad spend does not effectively reach its intended audience. The issues range from inefficiencies in budget allocation to challenges in ensuring the quality of media placements.

Inefficiency in Ad Spend: A significant portion of programmatic ad budgets is absorbed by intermediaries and low-quality media placements, leading to reduced effectiveness.



Lack of Transparency: Advertisers often grapple with opaque data and uncertainty about ad placement and budget utilization.



Quality of Placements: The widespread practice of targeting an excessive number of sites often dilutes the effectiveness of campaigns.

Curated Portfolio of Premium Publishers: Our select portfolio of 400-500 premium publishers, mainly in the Nordics and extending globally, ensures high-quality placements. This approach maximizes efficiency and aligns with specific campaign objectives.

Flexibility and Transparency: We offer transparency in ad placements and budget allocation, providing a flexible approach that adapts to your campaign needs. Our commitment to clarity ensures that media agencies and advertisers have comprehensive insights into their campaign executions.

Strategic Focus Over Quantity: Concept X advocates for a strategic, targeted approach. Focusing on a smaller set of high-quality sites rather than thousands ensures more impactful campaigns and a better return on investment.

Empowering Advertisers with Data: We believe in enabling advertisers with complete access to programmatic data. This level of transparency allows for informed decisions, ensuring optimal campaign performance.

Adaptable Campaign Strategies: While we specialize in curated high-quality placements, we understand that different campaigns have diverse needs. Our approach is not one-size-fits-all; we tailor our strategies to meet the specific demands and goals of each advertiser.

Concept X stands as a reliable partner in the complex world of programmatic advertising. Our approach, grounded in quality, transparency, and adaptability, offers a unique solution to the challenges highlighted in industry reports. We extend an invitation to media agencies and advertisers to experience the Concept X difference – a path towards more effective, efficient, and transparent programmatic advertising.

Discover how Concept X can transform your programmatic advertising campaigns. Connect with us to explore how our flexible and transparent approach can align with your unique advertising needs and goals. Let’s work together to redefine the future of programmatic advertising.

Charting Programmatic Transparency: The Concept X Advantage for Media Agencies and Advertisers

Facilitated by Publicis Groupe, Taffel's trusted agency partner, and executed in collaboration with Concept X, 2023

In the ever-evolving snack foods market, understanding consumer behavior and brand perception is crucial. Taffel, a leading chips brand represented by Publicis Groupe, embarked on a journey with Concept X to conduct a comprehensive brand uplift study. The campaign, strategized by Publicis Groupe, was exclusively run on the esteemed publishers within Concept X's network. The result? Deep insights into consumer behavior, campaign performance, and brand perception.

Target Group: Individuals aged 18 and above.

Data Collection Method: Online CAWI (Computer Assisted Web-Interviewing).

Sample Size: 800 respondents (400 exposed to the campaign and 400 non-exposed).

Data Vendor: Norstat, a company compliant with the ICC/Esomar Code on Market and Social Research and ISO9001:2008 certified.

Campaign Strategy: Crafted by Publicis Groupe and executed on publishers within Concept X's network.



An impressive 96% of respondents consume chips, with 26% indulging on a weekly basis.

The age group 30-49 consumes chips the most frequently, averaging 1.05 times a week.

Taffel, under the strategic guidance of Publicis Groupe, boasts strong aided brand awareness, with 91% of respondents recognizing the brand when prompted.

Spontaneously, 40% of respondents recall Taffel, making it the second most recalled brand.

When pondering a chips purchase, 58% would consider Taffel, positioning it as the second most considered brand in the category.

Significantly, a large portion of those aged between 30-49 would consider buying Taffel.

Campaign Performance on Concept X's Network:

The majority of the exposed audience viewed the advertisement 1-2 times on Concept X's publishers.

A significant portion of the exposed audience recalls seeing the Taffel ad, with younger respondents (below 30) having a higher recall rate.

The advertisement, conceptualized by Publicis Groupe, was generally perceived as straightforward with a clear message.

Interestingly, the ad made a significant portion of the exposed audience want to buy Taffel chips, surpassing the benchmark.

There was no significant difference in aided brand awareness between the exposed and non-exposed groups, both having high recognition of Taffel.

However, a larger share of the exposed audience, who viewed the campaign on Concept X's network, would consider Taffel compared to the non-exposed group.

The brand uplift study for Taffel, facilitated by Publicis Groupe and executed in collaboration with Concept X, provides invaluable insights into the brand's market position and the effectiveness of its recent advertising campaign. If you're an advertiser looking to elevate your brand's presence and drive impactful results, the evidence is clear: Concept X's robust network offers a unique platform to reach and resonate with your target audience. Partner with us and let's craft a success story together. 

For partnership inquiries and to explore advertising opportunities with Concept X, please reach out to us.

Behind the Crunch: How Taffel Chips Navigated the Snack Market with Publicis and Concept X

The digital advertising landscape is evolving, driven by stricter privacy regulations and the diminishing use of third-party cookies. For advertisers, particularly in the privacy-conscious Nordic region, the quest for effective, compliant targeting methods has intensified. The solution? A strategic pivot towards contextual targeting, a method that not only respects privacy but enhances ad relevance.

The traditional reliance on third-party cookies for targeted advertising is becoming increasingly problematic. These cookies, essential for tracking user behavior across the web, are under scrutiny, challenged by privacy advocates and phased out by technology platforms. This shift necessitates a reevaluation of targeting strategies, pushing advertisers to seek alternative, privacy-compliant methods.

Contextual targeting emerges as the hero in this narrative, offering a robust solution that aligns ad placements with the context of content, not the behavior of individual users. This approach asserts that context, indeed, is a form of data—rich, valuable, and entirely privacy-compliant.

Relevance Through Context: By placing ads in a relevant content environment, contextual targeting ensures that messages reach an audience already interested in related topics.



Privacy-First Strategy: This method sidesteps the privacy issues associated with behavioral tracking, aligning perfectly with the Nordic region's stringent privacy standards.



Enhanced User Experience: Ads that match the content's context are less intrusive and more engaging, leading to a better overall user experience.

Concept X: A Treasure Trove of Contextual Data:

At Concept X, we're not just participating in the shift towards contextual targeting; we're leading it. With access to more than 500 websites across the Nordic region, each website—and indeed, each page—represents a unique context. This granularity allows for:

Unparalleled Contextual Insights: Our platform leverages sophisticated technology to analyze content themes at the page level, offering advertisers precise targeting opportunities.



Diverse Contextual Environments: With such a vast array of websites, advertisers can find the perfect match for any ad, ensuring relevance and engagement.



Optimized for Performance and Privacy: Concept X's approach maximizes ad performance while strictly adhering to privacy regulations, providing advertisers with a solution that's both effective and compliant.

In the current digital advertising ecosystem, context is indeed data—a valuable asset that enables advertisers to reach their target audiences in a relevant, privacy-friendly manner. Concept X stands at the forefront of this transformation, offering a wealth of contextual targeting opportunities across the Nordic region. Our extensive network and advanced technology make us the ideal partner for advertisers seeking to navigate the post-cookie world successfully.

Discover the power of contextual targeting with Concept X. Contact us today to explore how our vast network and deep contextual insights can elevate your advertising strategy in the Nordic region.

Data? But Context is Data!

As the calendar flips to January, it's more than just a change of dates—it's a herald of new beginnings and fresh opportunities for publishers. This month is a critical time for setting the tone for the year ahead. It's the perfect moment to reflect, plan, and innovate.

The digital landscape is ever-evolving, and staying ahead requires keen insight into emerging trends. This year, we anticipate a surge in interactive content, a deeper focus on personalized experiences, and a heightened demand for quality over quantity. Understanding these trends is crucial for aligning your content strategy with your audience's evolving preferences. For instance, consider integrating interactive infographics or personalization techniques into your content strategy.

January is the ideal time to embrace new technologies. Integrating innovations such as video content for storytelling and AI-driven content curation can significantly enhance your content's appeal and accessibility. Stay abreast of tech advancements that can streamline your operations and offer your readers something unique.

The new year often brings changes in advertising trends and consumer behavior. Review your monetization strategies to ensure they align with developments such as the increasing popularity of native advertising and subscription models. This approach helps build a more resilient financial foundation.

Engagement is the currency of the digital realm. Start the year by re-engaging your audience through interactive campaigns, social media initiatives, or community-building activities. Consider new ways to expand your reach, such as collaborations or exploring new markets, to enhance your audience base.

Data is your compass in the vast sea of digital publishing. Use analytics to glean insights into what worked (or didn't) in the past year. This analysis is invaluable for refining your content strategy and ensuring your decisions are driven by concrete evidence.

The rules of SEO are constantly changing. Begin the year by updating yourself on the latest SEO trends and algorithm updates. A well-planned SEO strategy can significantly boost your visibility and help you reach a wider audience.

With the digital space frequently changing, staying compliant with regulations is crucial. Refresh your knowledge on data privacy laws, copyright rules, and other regulatory compliances to ensure your content is not just compelling but also ethically sound.

January is more than just a month; it's a launchpad for the year's aspirations and achievements. Embrace it with a spirit of curiosity, adaptability, and strategic foresight. Let's step into this new year ready to innovate, captivate, and lead in the digital publishing arena.

Whether you already have a plan in place or are uncertain about where to begin, we're here to assist. For more insights and dedicated support, visit our blog or contact the Concept X team. We look forward to the leap into 2024 with you!

New Year, New Strategy: Essential January Prep for Publishers

In the intricate web of digital advertising, navigating the landscape to secure the best ad rates and placements often seems like a daunting task for advertisers. While programmatic buying has revolutionized the way ad spaces are purchased, there's a growing realization that not all programmatic is created equal. Amidst this digital shuffle, direct deals with publishers, including programmatic guaranteed campaigns or programmatic deals, and traditional direct buys (Insertion Orders), emerge as a beacon of clarity, control, and efficiency, starkly contrasting the often murky waters of the Open Web.

Direct Deals vs. The Open Web: A Tale of Two Strategies

The Open Web, vast and uncharted, offers advertisers access to a wide array of websites but with limited control over where ads are placed or how they're viewed. This lack of control can lead to ads appearing in less-than-ideal contexts, potentially diluting brand messages or even harming brand reputation. Furthermore, the complexity and opacity of the supply chain on the Open Web can lead to inefficiencies in ad spend, with a significant portion of the budget lost to intermediaries.

Direct deals, including both traditional direct buys and programmatic direct methods such as programmatic guaranteed and private marketplace deals, stand in stark contrast. They offer advertisers a direct pipeline to premium inventory and a clear understanding of where and how their ads will be displayed. This approach not only enhances the quality of placements but also fosters transparency and trust between advertisers and publishers.

Unlocking Better Rates and Superior Placements

One of the most compelling arguments for direct deals is the potential for better ad rates. By negotiating directly with publishers, advertisers can often secure more favorable terms, benefiting from bulk buying or long-term commitments. Furthermore, direct deals allow advertisers to tap into premium inventory that may not be available through the Open Web, ensuring their messages are seen in the best possible context and environment.

Direct deals afford advertisers unparalleled control over their campaigns. This includes specifying exact placement locations, ensuring brand safety, and tailoring ad experiences to align closely with the publisher's content. Such customization not only enhances the relevance of the ads but also increases engagement rates, making each impression more valuable.

Programmatic Efficiency with a Human Touch

While direct deals might seem like a throwback to a pre-programmatic era, today's direct deals are often executed with the same efficiency and data-driven precision as programmatic buying. Programmatic guaranteed campaigns and programmatic deals through private marketplaces combine the best of both worlds: the efficiency and targeting capabilities of programmatic advertising with the control and premium access of direct deals.

At Concept X, we understand the unique advantages of direct deals in today's digital advertising ecosystem. Our platform is designed to facilitate seamless connections between advertisers and premium publishers, enabling direct deals that combine programmatic efficiency with the strategic advantages of traditional direct buying. By offering a curated portfolio of premium publishers and supporting both programmatic direct and traditional direct buys, Concept X empowers advertisers to navigate the digital landscape with confidence, ensuring their campaigns achieve unmatched visibility, engagement, and impact.

AI and Publishers: A new era for digital advertising

AI and Publishers: A New Era for Digital Advertising

Understanding the AI Revolution

Benefits for Publishers:

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Predictive Analysis:

Concept X and AI

The Road Ahead

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