The Nordic gaming vertical is evolving fast, and we’re proud to be driving that momentum.

M.O.B.A. Network, operator of some of the world’s most influential gaming communities, has chosen to expand its partnership with Concept X, making us their official sales partner across the Nordic region.

This collaboration brings even more scale and depth to the Concept X network, giving advertisers access to high-performing platforms with loyal, hard-to-reach audiences. It also reinforces our position as the leading commercial partner for premium gaming media in the region.

Gaming audiences are young, brand-aware, and spend serious time online — but they’re also notoriously ad-resistant. That’s why environment, relevance and quality of inventory matter more than ever.

Through Concept X, advertisers gain access to a portfolio of curated platforms that speak directly to gaming communities at scale. Whether you're launching a new title, positioning a lifestyle product or building long-term brand presence, our network gives you:

Deep engagement across vertical-specific platforms

Transparent, locally-driven sales and support


This partnership also sends a strong signal to the wider market. Gaming publishers in the Nordics increasingly need a commercial setup that reflects the unique value of their audience, and that isn’t reliant on the same global pipes and buying mechanics used elsewhere.

At Concept X, we believe that premium gaming media deserves more. Our approach is local, collaborative and designed to support publishers with:

Direct advertiser relationships across key categories

Commercial packaging that reflects the true value of your audience


With Futbin.com, HLTV.org, IGN Nordics, and now M.O.B.A. Network platforms under one roof, we’re building a network that stands out — and performs.

If you're a gaming publisher looking to grow your commercial setup in the Nordic market, let's talk.

📩 Reach out to our team, or read the full announcement from M.O.B.A. Network here

#ConceptX #GamingMedia #MOBANetwork #IGNNordics #DigitalAdvertising #PublisherGrowth #NordicMedia #AdTech #GamingMarketing

The Nordic gaming vertical is evolving fast, and we’re proud to be driving that momentum.
M.O.B.A. Network, operator of some of the world’s most influential gaming communities, has chosen to expand its partnership with Concept X, making us their official sales partner across the Nordic region.
This collaboration brings even more scale and depth to the Concept X network, giving advertisers access to high-performing platforms with loyal, hard-to-reach audiences. It also reinforces our position as the leading commercial partner for premium gaming media in the region.

M.O.B.A. Network Expands Partnership with Concept X: Strengthening Gaming Advertising in the Nordics

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.

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: 15. januar 2025. Vi kalder løbende til samtale.

Client Manager - Concept X

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.

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

As we approach the final quarter of 2024, digital advertisers find themselves at the crossroads once again. Q4 remains the most anticipated - and often most challenging - period in the advertising calendar. Packed with shopping events like Halloween, Black Friday, and the festive run-up to Christmas, Q4 offers immense opportunities but also formidable obstacles. The difference between success and failure can be razor-thin, especially in today’s rapidly evolving digital landscape.

So, is Q4 still the goldmine we hoped for, or has it turned into a potential landmine for advertisers? Let’s dive into how 2024’s unique trends and tools are shaping this decisive season.

Marketing Consumers are more conscious of the brands they support, and sustainability is no longer a niche topic - it’s mainstream. This Q4, advertisers who ignore this trend risk being left behind. Brands that can authentically weave sustainability into their messaging will likely enjoy stronger engagement and loyalty. However, greenwashing - insincere environmental claims- could turn your Q4 campaign into a public relations disaster. Authenticity is everything in this space.


2024 is the year of hyper-personalization, thanks to advancements in AI and machine learning. Advertisers now have access to powerful tools that can create dynamic, real-time ad experiences tailored to individual user behaviors and preferences. This means you can serve precisely the right message at the right moment. But beware - misuse of data can make consumers feel like they’re being tracked too closely, resulting in ad fatigue or distrust.

The Battle for Attention in a Cookie-less World 

As privacy regulations tighten and the third-party cookie fades into history, the shift to first-party data strategies has intensified. For Q4, advertisers must leverage owned data and contextual advertising to create targeted, meaningful interactions with consumers. This shift presents an opportunity to create more relevant, privacy-respecting campaigns, but it requires preparation and the right tech stack to pull off.

How to Win in Q4: Strategies for Advertisers

Black Friday is no longer just about one chaotic day. Brands are stretching deals over “Black Week” or even the entire month of November. The key here is not to overload consumers with endless promotions but to create phased, compelling offers that build anticipation. Keep the messaging sharp and avoid blending into the sea of discounts. Offer something unique - whether it’s a personalized experience, an exclusive product, or a socially-conscious message - to stand out.


In a season packed with competition, standard ad placements won’t cut it. High-impact digital formats, such as skins, takeovers, and interactive display ads, offer more immersive and engaging experiences. These formats not only capture consumer attention but also deliver stronger brand recall. In Q4, standing out is essential, and high-impact ads provide that competitive edge.

Focus on First-Party Data & Contextual Ads 

With the phasing out of third-party cookies, successful Q4 campaigns will be those that utilize first-party data effectively. Contextual advertising is seeing a resurgence, and rightly so. Brands that align their ads with relevant content will see higher engagement and stronger consumer connections. The message needs to complement the content, delivering a seamless user experience that feels less like an ad and more like an enhancement to the viewer’s journey.

While Q4 offers a wealth of opportunities, it’s also littered with pitfalls for unprepared advertisers. Here’s how to navigate the potential landmines:

Avoiding Ad Fatigue: The temptation to push more ads during Q4 is strong, but consumers quickly tire of seeing the same messages. Focus on diversity in your creative and ensure you’re not flooding your audience across all channels. Quality over quantity is key.

Maintaining Brand Integrity: In the rush to capitalize on sales, brands can sometimes lose sight of their core values. Make sure your promotions align with your brand’s mission. In an era where authenticity reigns supreme, disingenuous tactics will backfire.

Leveraging Brand-Safe Media for Maximum Impact: While social media platforms like Instagram and TikTok constantly evolve, Q4 success requires stability and control over where your ads appear. That’s why leveraging Concept X’s portfolio of brand-safe premium publishers is the smart move this season. Our curated selection of media ensures your ads run in environments that align with your brand values, protecting both your message and your reputation.


By choosing high-quality, trusted media outlets, you not only avoid the unpredictability of social media algorithms but also gain a stronger foothold in spaces where your target audience engages with confidence. This level of assurance allows advertisers to focus on crafting compelling narratives without worrying about misplaced ads or harmful associations. In Q4, playing it safe isn’t just about protection—it’s about maximizing the impact of every interaction.

At Concept X, we understand that Q4 is a crucial period for advertisers. Our innovative suite of tools - like Hello Creative for stunning creative work and Contxt for precision in targeting - ensures that your campaigns are not only seen but truly resonate with your target audience. From dynamic creative optimization to contextual ad placement, we help you stay ahead of the trends while maximizing impact.

As Q4 2024 approaches, don’t leave your success to chance. The right strategy, combined with the right tools, can turn this quarter into the most lucrative part of your year.

Are you ready to navigate Q4 like a pro? Let’s discuss how we can collaborate to make this season your best yet.

As we approach the final quarter of 2024, digital advertisers find themselves at the crossroads once again. Q4 remains the most anticipated - and often most challenging - period in the advertising calendar. Packed with shopping events like Halloween, Black Friday, and the festive run-up to Christmas, Q4 offers immense opportunities but also formidable obstacles. The difference between success and failure can be razor-thin, especially in today’s rapidly evolving digital landscape.

So, is Q4 still the goldmine we hoped for, or has it turned into a potential landmine for advertisers? Let’s dive into how 2024’s unique trends and tools are shaping this decisive season.

Advertisers Beware: How to Thrive in the Q4 2024 Frenzy

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

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.


"At Concept X, we specialise in partnering with visionary startups and taking them through key growth phases - particularly toward Series A and B funding," Holm emphasised. "We’ve demonstrated with Podads how we can accelerate success, and we are ready to do it again with new companies that want to scale quickly and efficiently."


More than just an investor, Concept X brings operational excellence, deep industry insights, and a robust network of market influence to its partnerships. With a focus on adding long-term value, Concept X is uniquely positioned to be the ideal partner for ad tech and digital media startups seeking sustainable, scalable growth and success.


For more information about investment opportunities, please contact:

Jens Holm, CEO, Concept X
+45 2827 0193
info@conceptx.com

Founded in 2012, Concept X is a pioneering force in the digital advertising space, dedicated to simplifying the buyer journey and driving innovation. Concept X focuses on helping early-stage startups scale through Series A and B funding, providing strategic guidance, operational support, and access to an extensive network of industry contacts.

Podads sold to European podcast leader Podimo, as Concept X pursues new investment opportunities

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

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!

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

The landscape of digital content monetization is undergoing rapid evolution. From paywalls to gated content and ad-supported models, publishers are constantly experimenting with strategies to balance revenue generation with user satisfaction. In our previous post, we explored the importance of having a gated content strategy. Today, we’ll take that conversation further by examining the broader shifts in monetization driven by privacy regulations, ad blockers, and changing consumer behaviors.

With ad-blocking usage on the rise and GDPR reshaping how user data can be collected, publishers are increasingly adopting a “Pay or Engage” approach, where users are given a choice: pay for access or engage with ads. However, "pay" doesn’t always mean monetary payment. In many cases, the transaction involves creating a login, where users give both consent and first-party data. This allows publishers to establish more meaningful, long-term connections with their audience.


Ultimately, the choice for the user comes down to either providing engagement through consent (the "Engage" with ads) or logging in (the "Pay" with data), giving users control over how they interact with your content while ensuring publishers collect the valuable data they need.

Takeaway for Publishers: At Concept X, we help publishers integrate dynamic, high-impact ads that respect user privacy while delivering premium content experiences. With solutions like those from Adnami and Hello Creative, ad-supported models feel seamless, adding value to the overall user journey rather than being intrusive.


Evolving User Engagement: From Passive Ads to Interactive Experiences

The shift in digital advertising is clear: today’s users expect interactive, tailored ad experiences rather than the traditional passive ad impressions. Ads are no longer just a method for brand visibility - they must provide relevance and interaction to captivate users.

At Concept X, we empower publishers and advertisers to move beyond traditional ads and explore native content, storytelling, and dynamic creative optimization (DCO). Interactive, contextually relevant ads foster deeper engagement and longer-lasting impressions.

Our Approach: Concept X’s platforms, such as Storybook and Contxt, allows us to craft narratives and tailor ads to the user’s context, ensuring higher engagement and greater ROI for advertisers.


Gated Content’s Role in a Cookieless World

As third-party cookies phase out, collecting first-party data through gated content becomes more important than ever. Gated content offers publishers a way to establish trust with their audience, provide value upfront, and collect valuable user data in exchange for premium access. This not only complies with privacy regulations but also builds user loyalty and enables better personalization in the future.

Our Solution: At Concept X, we support publishers’ efforts to create seamless, value-driven content gateways. By enabling users to access premium articles, exclusive content, or research reports in exchange for first-party data, publishers can maintain user trust while gaining valuable insights. Concept X is keen to leverage this first-party data to help publishers craft more targeted and effective advertising strategies.


Blending Content Gating and Ad Strategies for Sustainable Growth

Rather than viewing content gating and ad-supported models as opposing strategies, publishers should see them as complementary approaches. Successful publishers often provide users with a mix of options: premium gated content for loyal subscribers and high-quality, targeted ads for casual visitors. This balance enables publishers to diversify their revenue streams and ensure user engagement across different segments of their audience.

Future Outlook: Concept X’s streamlined solutions allow publishers to seamlessly blend these strategies, combining gated content with impactful ad formats. Whether users choose to pay (with data) or engage with ads, Concept X ensures the user experience remains cohesive, driving sustained growth for publishers.


Conclusion: Navigating the Future of Digital Content

The digital content space is more competitive and challenging than ever. Whether through a gated content strategy, dynamic ads, or a combination of both, the path to success lies in creating genuine value for users. As publishers navigate privacy regulations, ad blockers, and shifting consumer preferences, Concept X is here to help turn these challenges into opportunities.

By leveraging Concept X’s outlets - like Hello Creative, Storybook, and Contxt - you can build an ad-content strategy that not only enhances revenue but also fosters deeper connections with your audience. Ready to future-proof your monetization strategy? Let’s create advertising that resonates, engages, and grows.

Are you ready to elevate your content strategy and navigate the evolving digital landscape? Reach out to Concept X today, and let’s craft a sustainable, engaging strategy that drives growth and ensures lasting success.

From Gated Content to Sustainable Monetization

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

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:

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.

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