Scaling Contextual Advertising. How Polaris Media Is Leading the Way with Powered by Kobler

“Powered by Kobler has increased the volume of our most popular contextual segments by 5 to 7 times,” says Tor Helge Løvåsen, Head of Ad Operations at Polaris Media.

In February, Polaris launched Powered by Kobler across their 67 media sites. The product represents a significant step forward for contextual advertising in the region. It expands Kobler’s offering from being a self-serve contextual DSP into also being a DMP supporting direct sales. With the same Kobler quality, technology, and addressability that publishers already trust.

Solving the Real Contextual Challenges for Publishers

When speaking with publishers, we often hear about the same challenges in making contextual advertising a truly scalable direct product:

• Inflexible or costly system support

• Inconsistent or poor-quality segments

• Low confidence and understanding among sales teams
  
  

Powered by Kobler addresses these challenges head-on. It gives publishers access to an intuitive UI, Kobler’s no-tracking language technology, and the quality assurance and contextual know-how we’ve built over the last 12 years.

Polaris Media: From Soft Launch to Momentum

Developed in close collaboration with Polaris Media, Powered by Kobler was designed to enable contextual to work as a guaranteed direct product across all their five sales regions.

The rollout was fast and focused over a couple of months and divided into three streams: Technical integration with direct booking systems, segment migration and customisation, and a go-to-market process with sales. The result? Just three weeks after soft launch, over 75 campaigns with contextual targeting were already live.

For the sales team, it’s proving to be a powerful door opener:

“Powered by Kobler has transformed our contextual direct sales with a state-of-the-art solution that’s always accessible to our advertisers,” says Magnus Hallan, Head of Business Development at Polaris Media Advertising.

A Scalable Model for Scandinavian Publishing

The success of the Polaris launch is just the beginning. The segmentation logic in Powered by Kobler has the potential to become a national standard across Norway, Sweden, and Denmark; building stronger, interoperable publisher products regardless of formal cooperation.

Imagine a “family” segment that means the same thing whether you’re targeting a reader in Tromsø, Malmö, or Aarhus. This approach aims to create more consistent and reliable contextual solutions across the Scandinavian markets.

If you're a publisher looking for a contextual solution that can reach all your readers with precision, supports your direct sales, and works across your entire inventory, get in touch with Karim Ghouas, responsible for Publisher Partnerships at Kobler.