How-it-works

A key objective of the solution has been to minimise operational burden for publishers, while providing advertisers with an efficient and predictable campaign workflow.

When a political campaign is set up, it largely follows the same flow as other advertising. The only additional step is the completion of transparency information related to the campaign. Labelling of ads is handled automatically and in accordance with national standards in each market.

Each publisher has access to its own repository, where active and historical political campaigns are available. The same information will also be shared with the European repository for political advertising once it becomes available, sometime in 2026.

Technically, the solution is Prebid vendor agnostic and builds on well-established and proven Prebid configuration used for years in Scandinavia. It does not require changes to the publisher’s existing Prebid setup and is running in parallel with other existing advertising solutions.

This setup ensures that political advertising is clearly separated from platforms that do not allow political advertising, such as Google and Microsoft, while preserving the publisher’s current technical and commercial setup.