Publishers

Publishers always have the final say when it comes to political advertising. Publishers retain full editorial control over advertising on their own inventory. All creatives are currently reviewed and approved by Kobler, and publisher review and approval workflows are in active development.

For publishers, political advertising through Kobler involves very few practical changes. The advertising workflow, purchasing of ads, and billing routines are the same as for other advertising. What is new is functionality that is already built into the Kobler platform to handle transparency, labelling, and archiving.

This means that publishers:

• Do not need to establish their own solutions for storing political campaigns

• Do not need to document political advertising separately

• Do not need to handle reporting of potential regulatory breaches on their own

Each publisher has its own repository within the Kobler platform, where political campaigns and ads are stored for a minimum of seven years. Handling of notifications regarding potential non-compliance is managed through established routines in Kobler, with clear notification to the individual publisher. Labelling of political ads is carried out automatically and in accordance with national standards in each market.

Kobler’s solution for political advertising is complementary to publishers’ own solutions. It does not replace existing systems, but enables publishers to also offer political advertising through Kobler. This captures budgets that would otherwise often go to channels such as outdoor advertising and social media.

Existing partner agreements between the publisher and Kobler are sufficient for political advertising, as targeting continues to be based solely on content data, without the use of personal data, cookies, or tracking.

In summary, political advertising through Kobler involves minimal operational burden for publishers, while editorial control and predictability are maintained.