Stockholm, SE - Schibsted now provides media buyers direct access to its high-quality data through Adform's secure and structured management of first-party IDs across all browsers. Advertisers can now leverage Schibsted's pre-packaged demographic (e.g. age, gender) and interest/intent (e.g. sports, movies, job search, car buying) audiences directly in Adform's programmatic buying platform. Advertisers also benefit from publishers' first-party data being more transparent and accurate than with third-party cookies.

"In this situation, it is important to have a close dialogue with your suppliers and media about what kind of data can enrich your campaigns. Communication between the buy-side and sell-side needs to be even clearer than it has been in recent years”, says Gustaf Möllefors, Head of Programmatic, Schibsted.

In the current technological shift, advertisers must adapt and prepare for the new approach to creating successful campaigns. This will involve utilising first-party data, new ID solutions and a more detail-focused holistic approach to planning and evaluation. 

“Advertisers, it's time to wake up and take back control of your media investments to ensure you reach your target audiences. This will strengthen your brand and increase your sales,” concludes Ellinor Axell, Country Manager, Sweden, at Adform.