The gaming industry is one of the fastest-growing and most engaged digital markets, making it a prime space for advertisers looking to connect with passionate and highly active audiences. We are excited to announce that eMense, the publisher of IGN in the Nordic region, has partnered with Concept X as the exclusive sales partner for IGN Nordics - meaning nordic.ign.com.

This partnership expands our gaming vertical, which already includes Futbin.com and HLTV.org, two of the most influential gaming platforms in the world. More platforms are on the way, further strengthening our position in the market.

With this partnership, Concept X is reinforcing its role as a key player in gaming advertising. The gaming audience is tech-savvy, highly engaged, and brand-conscious, making it one of the most attractive demographics for advertisers looking to make an impact.

By integrating IGN Nordics into our network, we are:

Expanding access to one of the most influential gaming communities in the Nordics

Offering advertisers premium opportunities to connect with engaged gaming audiences

Strengthening our gaming vertical with a growing lineup of top-tier platforms

Concept X provides advertisers with access to high-impact digital ad formats designed to capture attention and drive engagement. Through our partnership with Adnami, we can offer a range of premium high-impact formats, including topscrolls, skins, and other attention-grabbing creatives that ensure strong visibility and performance.

These solutions allow brands to deliver high-quality, immersive campaigns that align seamlessly with the gaming audience’s expectations. By leveraging these formats on nordic.ign.com, HLTV.org, and Futbin.com, advertisers can effectively reach a highly engaged demographic in an environment where digital attention is at its peak.

Gaming has evolved beyond entertainment. It is a cultural movement, a massive industry, and a key space for digital engagement. For brands looking to reach the next generation of consumers, gaming media is an essential part of the strategy.

With Concept X and eMense, advertisers now have an even more powerful platform to maximize their impact in the gaming space.

For more information on advertising opportunities with IGN Nordics and the Concept X gaming vertical, contact us today.

eMense Brings IGN Nordics to Concept X: Strengthening Our Gaming Vertical

Business Development Director - Concept X

Lokation: København, Danmark
Afdeling: Salg
Refererer til: Chief Revenue Officer
Ansættelsestype: Fuldtid
Ansøgningsfrist: 14. marts 2025


Om rollen som Business Development Director

Har du erfaring med forretningsudvikling, partnerskaber og revenue growth? Er du klar til at arbejde i en dynamisk branche, hvor innovation og markedsforståelse er nøglen til succes? Så er du måske vores nye Business Development Director.

Som Business Development Director hos Concept X får du en nøglerolle i at udvikle vores produktportefølje, identificere nye revenue streams og styrke vores relationer med mediebureauer, reklamebureauer og annoncører. Du vil arbejde tæt sammen med salgsteamet og vores Client Managers for at sikre, at vores løsninger matcher markedets behov og sikrer Concept X’s fortsatte vækst.

Dine primære ansvarsområder vil inkludere:

Forretningsudvikling: Identificere nye produkter, factories og indtjeningsmuligheder.

Kundeudvikling: Samarbejde med salgsteamet for at udvikle eksisterende kunderelationer.

Partnerskaber: Opbygge stærke og langsigtede relationer med mediebureauer, reklamebureauer og annoncører.

Markedsovervågning: Holde fingeren på pulsen og analysere trends inden for medier og digital markedsføring.

Konkurrenceanalyse: Sikre, at vores produkter og services forbliver konkurrencedygtige.

Har dokumenteret erfaring med forretningsudvikling og salg, gerne inden for medie-, reklame- eller tech-branchen.

Er analytisk og strategisk stærk, med evnen til at identificere vækstmuligheder.

Har erfaring med pipeline management og revenue growth.

Er en stærk kommunikator, der kan skabe engagement hos kunder og samarbejdspartnere.

Behersker dansk og engelsk flydende, både skriftligt og mundtligt.

Er fortrolig med Google Suite og CRM-systemer som Salesforce.

Erfaring med samarbejde med mediebureauer og store annoncører.

Indsigt i digitale reklameløsninger, kreative kampagnestrategier og programmatic advertising.

Forståelse for SaaS-modeller og tech-drevne salgsstrategier.

En spændende karrierevej: Mulighed for mentorsparring, udvikling og efteruddannelse inden for mediebranchen. 

Innovativ arbejdskultur: Et dynamisk arbejdsmiljø, der kombinerer startup-energi med høje ambitioner og en solid position i markedet gennem mere end et årti. 

Konkurrencedygtig løn: En attraktiv lønpakke med performance-baseret incitament.

Arbejde med topbrands: Samarbejde med store brands og bureauer 

Bliv en del et bundrutineret team: Du får muligheden for at præge fremtiden for det nordiske medielandskab sammen med et ambitiøst og erfarent team.

Concept X blev grundlagt i 2012 og er vokset fra en ambitiøs startup til en førende aktør i den nordiske mediebranche. Vi gør det nemmere for annoncører at nå deres målgrupper, udvikler smartere løsninger og skaber innovation, der driver vækst i det lokale mediemarked.

Vores start-up kultur, kombineret med strategisk viden om markedet, har gennem årene, flere gange, gjort os til en af Danmarks hurtigst voksende virksomheder. Senest i 2024, var vi blandt de 0.9% hurtigst voksende virksomheder i Danmark. 

Accelerér din succes i den digitale reklame- og mediebranche!
Hos Concept X bliver du en del af en kultur, hvor dit arbejde har en direkte og målbar effekt. Du vil blive en del af et bundrutineret team med mange års erfaring, men som altid er åbne for nye tanker og synspunkter. Der er ofte fart over feltet, men vi er altid klar til at hjælpe hinanden og give en hånd med hvor der er allermest brug for det. 

Vi vil meget gerne høre fra dig! Send dit CV og motiveret ansøgning til vores Chief Revenue Officer - Christian Ortwed på christiano@conceptX.com.
Ansøgningsfrist: 14. marts 2025. Vi kalder løbende til samtale.

Lokation: København, Danmark
Afdeling: Salg
Refererer til: Chief Revenue Officer
Ansættelsestype: Fuldtid
Ansøgningsfrist: 14. marts 2025

In the dynamic world of digital advertising, strategic partnerships are key to driving innovation and reaching targeted audiences effectively. We are thrilled to announce that Boosted.dk, Denmark's largest automotive media platform, has joined the Concept X network. This collaboration marks a significant milestone in our mission to empower publishers, advertisers, and entrepreneurs with cutting-edge solutions for sustainable growth.

Established as the leading automotive media outlet in Denmark, Boosted.dk attracts up to one million unique users and garners seven million page views monthly. The platform offers daily content encompassing the latest automotive news, traffic updates, opinion pieces, guides, and event coverage from both domestic and international scenes.

Integrating Boosted.dk into the Concept X ecosystem enhances our network's diversity and reach. For publishers, this partnership exemplifies the strength of collaborative networks, offering shared opportunities to expand reach and optimize monetization strategies. For advertisers, it presents a unique opportunity to engage with a dedicated and passionate automotive audience.

At Concept X, we are committed to simplifying the buyer journey and driving innovation in the digital ad space. By welcoming Boosted.dk into our network, we aim to:

Enhance Monetization Strategies: Implement smarter, more effective ad placements to maximize revenue.

Provide Premium Advertiser Access: Connect brands with high-value automotive audiences for impactful campaigns.

Ensure Seamless Technology Integration: Maintain an optimal user experience across platforms.

Develop Innovative Ad Formats: Deliver compelling, high-performance advertising solutions.

This partnership underscores the power of collaboration in navigating the evolving digital advertising landscape. By joining forces, Concept X and Boosted.dk are poised to unlock new opportunities and accelerate success for all stakeholders involved.

For more information on how this collaboration can benefit your advertising strategies or to explore partnership opportunities, please contact us.

Boosted.dk Joins Concept X: Accelerating Success in Digital Automotive Media

Google has announced that Cookie Information CMP (CMP ID: 162) will no longer be Google-certified after February 20, 2025. This means that companies using Cookie Information as their Consent Management Platform (CMP) need to be aware of potential implications—especially if they rely on Google Ad Manager, AdMob, or AdSense for personalized ads in the EEA, UK, and Switzerland.


Cookie Information’s Decision Not to Renew Google Certification

Cookie Information has confirmed that they will not pursue recertification with Google. Instead, they will focus on developing new features and solutions while continuing to provide TCF-dedicated templates and compliance guidance through their platform.

For publishers, this means that Cookie Information can still be used to maintain TCF compliance, but as of February 2025, Google will no longer recognize it as a certified CMP.


Implications for Publishers in the Concept X Network

At Concept X, we support a broad range of technologies to give publishers the best opportunities for maximizing their revenue. Since part of our platform is integrated with Google Ad Manager, it’s crucial to be aware of the following consequences if continuing with Cookie Information after its certification expires:

Personalized ads from Google will no longer be available for traffic from the EEA, UK, and Switzerland, which could impact revenue potential.

Google may block ad serving if a CMP is not certified according to their requirements.

If staying with Cookie Information, publishers should contact them directly to understand how they plan to support their customers post-certification.


While Concept X does not recommend a specific CMP switch, we encourage all publishers to analyze the potential impact of this change on their ad revenue and compliance strategy. Possible steps include:

Engaging with Cookie Information – To understand how their platform will operate without Google certification.

Evaluating alternative Google-certified CMPs – Google provides a list of certified CMPs that can be implemented if necessary.

Preparing for a technical transition – If choosing a new CMP, ensure enough time for testing and implementation to avoid disruptions.


For publishers in the Concept X network using Google Ad Manager, we strongly recommend conducting an immediate assessment of how this change affects your setup and ad revenue. It’s critical to ensure that your CMP solution continues to support both TCF compliance and optimal monetization via Google’s platforms.

Do you have questions or need guidance during this process? Contact Concept X, and we’ll help you navigate these upcoming changes.

Google has announced that Cookie Information CMP (CMP ID: 162) will no longer be Google-certified after February 20, 2025. This means that companies using Cookie Information as their Consent Management Platform (CMP) need to be aware of potential implications—especially if they rely on Google Ad Manager, AdMob, or AdSense for personalized ads in the EEA, UK, and Switzerland.

Google CMP Certification and Cookie Information: What It Means for Publishers in the Concept X Network

What a night! At this year’s Clever Content Awards, we celebrated a clean sweep, winning in all three categories we were nominated for:
🏆 Gold for Best Content Strategy (Stimorol)
🏆 Gold for Best Publication (Schulstad)
🥈 Silver for Best Podcast (Stimorol)

Winning in all categories is a fantastic recognition of the work we poured into these projects throughout 2024.

The Clever Content Awards celebrate excellence in content marketing, shining a light on bold ideas, innovative strategies, and powerful storytelling. It’s a benchmark event in the industry, recognizing those pushing the boundaries of what’s possible in creative marketing.

Stimorol wanted to reinvigorate its brand among Generation Z, a group known for chewing gum less frequently. They knew Stimorol’s DNA—centered on bravery and authenticity—resonated with their audience but needed a platform to celebrate individuality and create a space for positive recognition.

We crafted a content strategy centered on a podcast, amplifying its reach with activations that drove awareness and engagement. The result? A campaign that positioned Stimorol as a bold, innovative brand while authentically connecting with Gen Z values. Special thanks to Dentsu X and Podads for their collaboration on this impactful work.

Schulstad sought to position its Signaturbrød as a premium choice for special occasions, particularly Danish Christmas lunches, where tradition reigns supreme. The challenge was to shift perceptions and showcase Signaturbrød as a convenient, high-quality alternative to homemade or bakery bread.

Using native advertising, we placed Schulstad Signaturbrød at the heart of an emerging trend: styling festive tables and traditional dishes. Through high-quality visuals, recipes, and storytelling, we didn’t just present the bread; we positioned it as an integral part of premium, modern Christmas celebrations. Big thanks to Publicis for their collaboration in bringing this vision to life.

These awards are a testament to the power of collaboration. A huge thank you to the Clever Content Awards team for organizing this incredible event and recognizing our work. To our amazing partners at Stimorol and Dentsu X and Schulstad and Publicis, your trust and vision made these campaigns possible.

A special shoutout to Podads, whose expertise contributed to the success of the Stimorol Podcast.

And finally, to the unstoppable Concept X team – these wins are yours. Your passion, innovation, and dedication continue to set the standard for excellence. 🚀

As we celebrate these achievements, we’re already looking toward the challenges and opportunities of 2025. We’re committed to pushing boundaries, refining our craft, and delivering content that resonates, captivates, and drives results. Because that’s what we’re all about.

If you’re sitting on the potential of a great idea and need a partner to bring it to life, we’d love to hear from you. Whether it’s a bold strategy, a standout publication, or storytelling that truly connects, Concept X is here to make it happen.

Let’s turn your vision into award-winning work. Reach out today - together, we’ll make 2025 unforgettable. 🚀

What a night! At this year’s Clever Content Awards, we celebrated a clean sweep, winning in all three categories we were nominated for:
🏆 Gold for Best Content Strategy (Stimorol)
🏆 Gold for Best Publication (Schulstad)
🥈 Silver for Best Podcast (Stimorol)
Winning in all categories is a fantastic recognition of the work we poured into these projects throughout 2024.

Concept X Wins Big at the Clever Content Awards!

Lokation: København, Danmark
Afdeling: Salg
Refererer til: Chief Revenue Officer
Ansættelsestype: Fuldtid
Ansøgningsfrist: 15. januar 2025

Hos Concept X er vores løfte enkelt: Accelerér din succes i den digitale reklame- og mediebranche! Og dette er ikke blot tomme ord – det er et løfte til vores kunder, partnere, medarbejdere og dig, som vores kommende kollega!

Som Client Manager kommer du til at være med til at drive Concept X’s vækst. Du får ansvaret for en dynamisk portefølje af mediebureauer og annoncører, hvor du arbejder med rådgivning, at styrke relationer, øge kampagneaktiviteterne og identificere nye forretningsmuligheder. Du får mulighed for at arbejde tæt sammen med store brands og førende medie- og reklamebureauer, hvor du leverer kreative og effektive kampagnestrategier. Samtidig vil du arbejde tæt sammen med både interne og eksterne teams, der alle har det ene fælles mål, nemlig at positionere Concept X som en førende aktør i det digitale medielandskab.

Primære ansvarsområder og målsætninger

Ansvar for at drive og videreudvikle partnerskaber. Du er den troværdige rådgiver, der identificerer muligheder for at udvide samarbejdet og styrke de langsigtede relationer med mediebureauer og annoncører.

Vækst. Du skal skabe en vækst på dine eksisterende kunder ved at finde nye muligheder for samarbejde. Vi sætter i fællesskab en konkret målsætning og plan for dette. 

Skabe nye relationer. Vi forventer, at du - gennem netværk eller opsøgende salg - selv finder nye kunder, allerede inden for dit første års ansættelse. 

Være proaktiv og idérig. Du skal levere kampagneoplæg, der er databaserede, effektfulde og overgår kundernes forventninger.

Fingeren på pulsen. Vi forventer, at du holder dig opdateret om nye trends og muligheder inden for medier og digital udvikling.

Salgserfaring: Du skal kunne dokumentere erfaring med salg og kundehåndtering, med et stærkt fokus på resultater og kundetilfredshed.

Løsningsorienteret: Du er god til at holde hovedet koldt, og søger altid at finde en god løsning på uforudsete bump på vejen, så vi sikrer at alt kører som planlagt og forventet. 

Dygtig formidler: Du er likeable, og god til at engagere kunder, formidle strategiske ideer og samarbejde effektivt på tværs af teams.

Google Suite: Erfaring med værktøjer som Google Slides, Sheets og Docs til præsentationer og dataanalyse er nødvendigt. 

Sprogfærdigheder: Flydende på dansk og engelsk, både skriftligt og mundtligt.

Erfaring med at arbejde sammen med mediebureauer og store annoncører.

Kendskab til førende reklameløsninger og kreative kampagnestrategier.

Erfaring med CRM-systemer som Salesforce til styring af kundeporteføljer og vækst.

Vi vil meget gerne høre fra dig! Send dit CV og motiveret ansøgning til vores Chief Revenue Officer - Christian Ortwed på christiano@conceptX.com.
Ansøgningsfrist: 15. januar 2025. Vi kalder løbende til samtale.

Client Manager - Concept X

The Danish-owned niche media outlet, Oldmoney, is entering the open advertising market, offering businesses access to its audience through a range of new ad formats. This move comes as part of a new partnership with one of the Nordics' leading advertising agencies.

Oldmoney.dk is best known for its inflation calculator, a tool that allows users to easily understand the current value of historical monetary amounts. In addition, Oldmoney publishes a journalistic magazine, shares updates on price trends for goods and services in Denmark, provides the latest inflation statistics and forecasts, and offers data-driven investment guides.

Concept X, which is taking over Oldmoney's commercial responsibilities, sees great potential in connecting financial advertisers with the platform's niche audience.

"Oldmoney is an exciting player in the Nordic media landscape," says Jens Holm, CEO of Concept X. "It’s a commercially attractive niche media outlet targeting a sought-after, high-spending audience. Unlike broad-based media, this isn't about the number of times an ad is displayed—it’s about who sees it and the context in which the message is delivered."

Concept X, which manages ad sales for over 140 publishing platforms across Scandinavia, includes notable financial media outlets like Euroinvestor and Berlingske Business within its network. This partnership strengthens Concept X's ability to meet growing advertiser demand for highly targeted and credible contexts.

Holm highlights the credibility of Oldmoney, supported by its high ranking in Google search results, as a major advantage: "Oldmoney allows us to provide brands with access to a well-defined, investment-minded audience within a context where they are actively seeking information. This meets the rising demand from financial advertisers and complements our portfolio perfectly."

Oldmoney’s mission is to educate users on inflation and its impact on wealth, investment opportunities, and personal finances. The platform, distributed for free via social media and a weekly newsletter, is seeing increasing traffic and is gearing up for expansion into new markets.

Oldmoney co-founder and publisher Oskar Herrik Nielsen shares the platform's vision for growth: "Our goal is to become the leading global digital platform on inflation, currently offering content in five languages and currencies. We couldn’t have found a better partner than Concept X to unlock Oldmoney’s commercial potential."

Through this collaboration, advertisers in industries like investment, wealth management, pensions, insurance, fintech, and luxury goods will gain access to high-affinity user segments via effective formats like display, native, video, and partnerships.

In October 2024 alone, Oldmoney attracted 23,300 Danish users who generated 78,200 pageviews—a threefold increase compared to the same period last year, according to Google Analytics.

Founded by brothers Oskar (31) and William Herrik Nielsen (28) in 2008, Oldmoney has expanded to four additional languages and markets, including Sweden, Norway, Finland, and the U.S. With its new partnership with Concept X, Oldmoney is poised to enhance its offerings for financial advertisers.

Contact Information

Jens Holm
CEO, Concept X
jens@conceptx.com

Oskar Herrik Nielsen
Co-founder & Publisher, Oldmoney
oskar@oldmoney.dk

Danish Brands in Finance, Wealth, and Investment Gain a New Marketing Channel

At the annual Concept Xpo this August, we shared an observation that is reshaping the digital media landscape: Audiences are moving away from following brands and platforms, and are instead seeking out trusted personalities: the storytellers who bring content to life with a clear, authentic voice.

In today’s world, audiences aren’t simply looking for information; they’re looking for content that feels genuine and relatable, with a sense of connection to the person delivering it. We see this shift in the rise of SoMe personalities, who have built recognizable brands of their own. But it’s not limited to major public figures - this trend extends into niche topics and interests, signaling a deeper move towards authenticity as a key competitive edge.

Today’s media consumers are increasingly selective and savvy in choosing where they get their information. They want voices they can relate to, storytellers who aren’t constrained by brand guidelines or corporate tone. This shift in audience preference is transferring influence from traditional media structures to the people who bring those stories to life.

For publishers, this is a critical moment to recognize that producing quality content alone isn’t enough - it has to feel real. Audiences want to see and connect with the people behind the stories. In this new landscape, it’s up to publishers to step out from behind the scenes and engage directly with their audiences, building a community that’s personal, dynamic, and loyal.

Authentic Content: The Antidote to AI-Generated Clutter

With the rise of AI and automated content, the amount of available information has grown exponentially. But what stands out amid the sea of AI-generated content? It’s the content that feels truly human and unique. While AI can generate text at speed, it can’t replicate authenticity, emotion, or human connection.

This is where publishers have an incredible advantage. By producing content that is personal and relatable, publishers can create a meaningful contrast to the more polished, impersonal content that’s increasingly flooding digital spaces. Publishers have the opportunity to engage audiences in ways that feel real, compelling, and human - which is exactly what audiences want right now.

How to Make Your Content More Personal and Engaging

Step Into the Spotlight: Let editors, journalists, and hosts have a visible presence. Audiences want to see who’s behind the stories, and they respond to genuine personalities who openly share their values and insights.

Leverage Social Media: Look to creators on SoMe platforms, who engage audiences across multiple platforms by interacting directly with their followers. Social media isn’t just a distribution channel - it’s a space to build community, listen, and respond.

Be Transparent and Human: Show the behind-the-scenes moments of your work. Audiences love a glimpse into the process. Share both the wins and the challenges, creating a sense of trust and openness.

Create Niche Content with a Personal Twist: Niche content is valuable, especially when it’s presented with a personal angle. Think about how your content can reflect more specific interests and create a sense of depth for audiences who crave authenticity and insight.

Authenticity as the New Competitive Advantage

As audiences increasingly turn away from generic, AI-generated content and look for human, relatable stories, publishers have a unique opportunity to set themselves apart. By emphasizing the personal touch, publishers can not only retain their audience but also strengthen trust and loyalty in a digital space where authenticity is the ultimate advantage.

In a crowded content landscape, authenticity is what cuts through the noise. Ready to bring your content to life?

Engage Audiences by Bringing Authenticity to the Forefront

As we kicked off Concept Xpo 2024 in August, one theme took center stage: "Don't Rock the Boat" - a reflection of today's risk-averse environment in digital advertising. With an emphasis on resource optimization and precision, both publishers and advertisers are adapting to this new cautious landscape, where every ad spend must prove its worth.


The CFO’s Growing Role: A Trend for 2024 and Beyond

Our prediction last year that the CFO would take on a CMO-like role has not only come to pass but has strengthened as we head toward 2025. Advertisers face growing scrutiny over their budgets, while publishers feel the pressure to justify ad spend and results. Long decision cycles and a general sense of caution have redefined deal-making, requiring us to be more patient, strategic, and prepared with robust pipelines. This trend isn’t just for this year; we see it intensifying into 2025.


From Trend to Reality: The Impact on Publishers and Advertisers Alike

This cautious approach affects everyone in the digital ad ecosystem. Publishers, often seeking insights into future trends, are now navigating an environment where forecasting has become unusually challenging. Concept X understands these shifts, and we remain agile in meeting evolving demands, enabling advertisers and publishers to weather unpredictable times with adaptable solutions and streamlined processes. Empowering advertisers with almost direct control - allowing them to start and stop campaigns independently to optimise spend and time-to-market.


While a conservative outlook and lengthy decision-making processes shape the industry, Concept X is dedicated to breaking down barriers, championing transparency, and delivering time-to-market-friendly solutions that meet the needs of this new era. This climate of caution underscores the importance of agile, innovative, and responsive tools that can keep up with the shifting demands of both advertisers and publishers.


As we navigate this extended trend of caution and conservative investment through 2025, Concept X is here to help our clients make confident, data-backed decisions. Our commitment to adaptability means we’ll continue to refine our offerings to ensure your success - no matter what the future holds. Because in 2024 and beyond, it’s not just about rocking the boat, it’s about steering it safely through uncharted waters.

As we kicked off Concept Xpo 2024 in August, one theme took center stage: "Don't Rock the Boat" - a reflection of today's risk-averse environment in digital advertising. With an emphasis on resource optimization and precision, both publishers and advertisers are adapting to this new cautious landscape, where every ad spend must prove its worth.

"Don't Rock the Boat": The Age of Caution in Digital Advertising

How STIMOROL reached new audiences by stepping out of the marketing comfort zone and entered into a conversation with their target audience.

For more than 60 years, STIMOROL has been the Danes’ chewing gum of choice.

But how do a brand with a strong heritage ensure to refresh the brand and at the same time increase brand consideration amongst GenZ - a target group notoriously allergic to classic advertising, and on top of that convince them to chew a little bit more than they do today?
That exact question led Storybook and STIMOROL on a quest together to work outside the box of old school marketing.


The Strategy? A deep dive into the target audience, their interests and passion points. Instead of talking “to” them, we decided to engage and interact with them, within one of their main interests; Music.

With this as our main driver, the podcast “Lidt at Tygge på” came to life. A podcast where the biggest Danish music artists were invited into the STIMOROL studio to talk about themselves, their music, and the obstacles in life that made them who they are today. All with the singular goal to give our audiences something to chew on. Pun intended.


The campaign supporting the podcast was built on three main pillars:

Popular artists: The artists were all big within our target audience, while all being truly authentic and having stories to share. 

Broad distribution: The podcast was available across a wide range of podcast platforms, and smaller cut-downs/teasers from the episodes filmed in the studio were shared across social media. On top of this both banners, digitorials and earned media provided a continuous foundation in relevant media outlets.

Selection and testing: To ensure engagement and relevance, without compromising reach during the go-live period, a continuous process of testing and adjusting on selected content were optimized across media.



·   Top 7 most popular podcast on Spotify

·   92+ hours spent with the brand - within the target audience

·   +18% Ad recall within the target audience (2,7x above benchmark)

·   19M impressions across the campaign

The results speak for themselves – by approaching the audience through their own topic of interest, STIMOROL managed, not only to get the attention of GenZ, but also engage and intrigue them.

The success of the podcast continues to live as a testament that pushing boundaries, daring to be original, testing, learning and optimizing, can really ensure relevancy. And maybe - just maybe - give your target audience something to chew on.

Something to chew on (Chew on This) is live with season 3 on Spotify right now. Tune in and listen. 

Chew on this!, by STIMOROL

In a world where digital advertising has become increasingly complex, Trusted Web is here to change the game for advertisers. Launched by Berlingske Media and Concept X, Trusted Web introduces a self-service ad platform that empowers advertisers to regain control, offering unprecedented transparency, brand safety, and direct access to premium ad inventory.

For years, advertisers have been navigating a convoluted landscape dominated by tech giants, where transparency is lacking, and a significant portion of advertising spend is lost along the way. But with Trusted Web, the focus shifts back to the essentials: ensuring that your ad spend works harder for you.

Christine Liv Nielsen, the newly appointed CEO of Trusted Web, is determined to address the very issues that have plagued advertisers for years: "We want to bring transparency and brand safety to the market. When advertisers invest in a campaign, they should see those results reflected in a clear and understandable way."

A key advantage of Trusted Web lies in its transparent value chain, ensuring that advertisers know exactly where their money goes and what value they receive. This marks a significant departure from traditional models, where up to 49% of ad spend can be lost to intermediaries and third parties.

With Trusted Web, you can be confident that your advertising budget is being utilized efficiently, with full visibility across the entire process. Additionally, the platform offers brand safety, ensuring your ads are placed in reputable environments and that every campaign is as effective as possible.

Advanced Targeting with Contextual Precision

The platform also brings contextual targeting to the forefront, enabling advertisers to match their messages with the most relevant content. This is further enhanced by Concept X’s extensive network of 120-200 niche sites such as Maduniverset, which complements the reach of Berlingske’s leading news media properties.

Contextual targeting eliminates the need for relying solely on third-party data. Instead, ads are delivered in the right context, ensuring a deeper connection with your audience. By aligning with the content users are consuming, brands can achieve higher engagement, better results, and a more personalized advertising experience—all without compromising privacy.

Trusted Web plans to leverage Berlingske Media’s extensive first-party data to enhance targeting capabilities even further. Christine Liv Nielsen has indicated that by 2025, first-party data will be integrated into the platform, offering advertisers exclusive access to premium insights, making campaigns even more effective. This shift will provide advertisers with a unique edge, especially as the industry moves away from third-party cookies.

Trusted Web is built on the successful foundations laid by DPG Media’s Ad Manager in Belgium and the Netherlands, where it has revolutionized the way advertisers engage with media properties. Christine Liv Nielsen views this launch in Denmark as a critical first step, with plans to expand into other Nordic and Northern European markets after gaining traction locally.

“We’re starting strong in Denmark, but the goal is to expand further into the Nordics and eventually into Northern Europe,” says Christine Liv Nielsen. “This is about much more than launching a platform - it’s about reshaping the digital advertising landscape.”

Trusted Web offers advertisers a unique opportunity to regain control of their digital ad spend with full transparency and access to a robust network of trusted media sites. As the platform continues to grow, it’s clear that it represents a new era of advertiser-driven results - free from the constraints of traditional big-tech advertising ecosystems.

Please reach out to Concept X or Trusted Web directly, if you want to learn more about the platform.

Trusted Web: Redefining Transparency and Control for Advertisers

The final quarter of the year is a playground of seasonal events that offer immense opportunities for publishers to capture audience interest. By leveraging key dates and contextual verticals, publishers can create content that resonates deeply with various demographics, from sports fans to fashion aficionados. Concept X's streamlined solutions and collaborative ecosystem can empower publishers to strategically utilize these seasonal moments.

Key Seasonal Events and Content Ideas for Publishers

1. Halloween: Spooky Content for All Audiences

Food Blogs: Share creative Halloween-themed recipes like ghost-shaped cookies or pumpkin-spiced everything.

Entertainment: Curate lists of must-watch horror movies or streamable Halloween specials.

Family and Lifestyle: Tips for creating DIY costumes, decorations, or family-friendly events.

2. Black Friday and Cyber Monday: Capitalizing on Shopping Frenzy

Fashion Sites: Highlight top fashion deals, style guides for winter, or "best of" lists for sustainable brands.

Tech and Gaming Blogs: Reviews of gadgets, gaming consoles, and accessories to help readers make informed decisions.

Health: Share fitness-related Black Friday deals, such as discounts on gym memberships or equipment.

3. Thanksgiving: Content for Togetherness and Gratitude

Food Blogs: Post classic recipes, vegan alternatives, or culturally diverse dishes for Thanksgiving dinners.

Men’s and Women’s Sites: Guides on fall fashion for Thanksgiving gatherings or gift ideas for hosts.

Family and Parenting: Tips on creating gratitude rituals or activities that foster family bonding.

4. Christmas and Holiday Season: Heartwarming and Inspirational

Entertainment: Lists of holiday movie classics, TV specials, and top streaming content for the season.

Fashion: Outfit inspirations for holiday parties, as well as gift guides featuring sustainable and unique options.

Health: Wellness tips for maintaining balance during the holidays, including mental health advice and stress-relief techniques.

Utilizing Concept X's Collaborative Ecosystem

Concept X's streamlined platform can simplify the process for publishers to align their content with these seasonal moments. This is particularly effective when combined with Concept X’s Contxt tool for contextual advertising, ensuring ads align perfectly with the content’s theme.


With a calendar-driven approach, publishers can stay relevant, meet audience expectations, and capitalize on the Q4 buzz, transforming seasonal peaks into opportunities for lasting connections and growth. Ready to dive in? Connect with Concept X and let’s make this season memorable for your audience!

Maximizing the Festive Season by Creating Calendar-Driven Content

Copenhagen, Denmark - October 3, 2024 - Concept X, a leading innovator in the digital advertising space, is proud to announce the sale of its former portfolio company, Podads, to European podcast giant Podimo. This strategic acquisition ensures Podads' continued growth while positioning Concept X to pursue new investment opportunities within the ad tech and digital media sectors.

Launched in 2020, Podads rapidly gained traction in Denmark’s podcast advertising market. Concept X immediately recognised the potential in Podads' vision to transform the space, offering more than just financial backing. With Concept X’s decade-long expertise, the company provided strategic guidance, operational support, and crucial industry connections to help scale Podads from an early-stage startup to a market leader.


“We’re incredibly grateful that we had the opportunity to join Podads from the very beginning of this exciting journey,” said Jens Holm, CEO of Concept X. “It’s been a fun and educational experience for both teams. Our role was clear - to support Podads through the early challenges and help them scale, and we’re thrilled to have seen them grow to this stage.”


With Podads firmly established, the next logical step was to join forces with Podimo, Europe’s premier podcast platform. This partnership provides the perfect environment for Podads to expand into new growth areas.


"Podimo is the perfect partner to take Podads to the next level, and we’re proud to have been a part of this incredible journey," Holm continued. "Working closely with Anne-Kathrine and the rest of the Podads team was a pleasure - thanks for the journey guys, it was a great ride. 

As Concept X exits its involvement with Podads, the company is eager to focus on fresh opportunities. Having proven its expertise in taking startups from the ground floor to market leadership, Concept X actively seeks new ventures, particularly companies looking to accelerate their journey towards Series A funding.
