Denmark’s leading publishers are combining to launch the Danish Publisher Network Dansk Udgivernetværk offering their online inventory and data collectively to agency trading desks via RTB for the first time.
Publishers including Politiken, JyllandsPosten, and ekstra bladet are leading the cooperative, offering a combined reach of 45 per cent of the population. The ambition is to bring together all major publishers in the market to be able to offer advertisers advanced and unique 1st party audience data as well as great reach within a premium and brand safe environment.
DPN is the second large consortium of publishers to launch in Europe so far, following in the footsteps of La Place Media in France. Collecting their inventory and data assets together in this way enables publishers to reach the size and scale of competitors like Facebook and Google to ensure they see their proper share of agency media plans.
We have been working with Martin Jensen who is heading up Dansk Udgivernetværk: Martin explains, “Agency trading desks are appearing in Denmark, so we knew we needed to work with real-time trading technology in order to access these budgets and wanted a platform that would give us the controls to operate on our terms and increase efficiencies.”
“Moreover, we were aware that we could make a better use of our first party data if we could aggregate these assets and offer them to buyers at a higher scale. We selected Rubicon Project because they work with so many of the premium publishers across Europe and power the La Place Media publisher collective in France, enabling us to benefit from their experience and their counsel on the best way to harness real-time trading technologies and optimise yields.”