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

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

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

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

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

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

As the digital advertising world braces for the impact of third-party cookie deprecation, Concept X emerges as a beacon of innovation and resilience. Our suite of solutions, tailored to thrive in a post-cookie landscape, leverages the power of strong media verticals, advanced technology, and creative excellence. Here’s how Concept X is redefining advertising success in the new digital era:

1. Strong Media Verticals and Contxt: A Dynamic Duo

In the face of cookie deprecation, our strong media verticals offer targeted environments where advertisers can reach their desired audiences through contextually relevant content. Combined with Contxt, our cutting-edge platform, we enable advertisers to harness the power of context and content alignment, ensuring that every ad reaches its intended audience with precision and relevance. Contxt stands out by offering deep insights and analytics, empowering advertisers to make informed decisions and craft campaigns that resonate on a deeper level.

2. High Impact Solutions Powered by Adnami Technology

Concept X partners with Adnami to bring advertisers high-impact, attention-grabbing ad formats that captivate audiences across digital platforms. These solutions are designed to stand out in a cluttered online world, ensuring that your message not only reaches but also engages your audience effectively. With Adnami's technology, we offer unparalleled scale and reach, making it possible for brands to deliver memorable experiences that drive engagement and conversion.

3. Hello Creative: Unleashing Creative Brilliance

Hello Creative, Concept X's in-house creative agency, is at the forefront of advertising innovation. We specialize in transforming creative ideas into digital masterpieces that break through the noise. In a world without cookies, creativity becomes the cornerstone of effective advertising. Hello Creative excels in crafting bespoke campaigns that leverage emotional and psychological insights to engage consumers on a more personal and impactful level.

4. Storybook: Mastering the Art of Narrative

Storybook, our narrative-driven content and campaign division, believes in the power of storytelling to forge deep connections with audiences. In the post-cookie era, authentic, compelling stories are more crucial than ever. Storybook’s expertise lies in creating content that aligns with your brand's values and resonates with your audience's desires and needs, turning every campaign into an engaging narrative that captivates and inspires.

Conclusion: A Future-Forward Approach to Digital Advertising

As we navigate the challenges and opportunities of the post-cookie landscape, Concept X remains committed to leading the charge. Our comprehensive suite of solutions—ranging from strong media verticals and Contxt to high-impact formats powered by Adnami, and the creative powerhouses of Hello Creative and Storybook—equips advertisers with everything they need to succeed in this new era.

In partnership with Concept X, advertisers can look forward to a future where digital campaigns are not just seen but felt, where engagement and authenticity lead the way, and where success is measured not by clicks but by the genuine connections forged with audiences. Join us as we embrace this new chapter in digital advertising with open arms and innovative solutions.

Navigating the Post-Cookie Era with Concept X

As the summer sun graces us with its warmth, it's not just a time for sunbathing and vacations but also a perfect opportunity for publishers to recharge and reflect. Summer offers a unique blend of relaxation and strategic contemplation, making it an ideal period to pause, plan, and prepare for the upcoming months. Here's a feel-good guide on what to consider during this vibrant season.


1. Embrace the Need for Rest and Rejuvenation

Summer is synonymous with relaxation. Taking time off to rest is not only beneficial for personal well-being but also for professional rejuvenation. A well-rested mind is more creative and efficient. Encourage your team to take breaks, enjoy the sunshine, and come back refreshed and ready to innovate.

Travel is more than just a break from routine; it’s a source of inspiration. Exploring new places can offer fresh perspectives and ideas that can be integrated into your publishing strategies. Whether it's a local getaway or an international adventure, travel can fuel creativity and provide a broader view of the world, which is invaluable for content creation.

Summer is a great time to look back on the first half of the year. Analyze what worked well and what didn’t. Reflecting on your achievements and challenges helps in understanding trends and reader preferences. Use insights from Concept X Adpay to gather data on your performance. This will provide a clear picture of audience engagement and help fine-tune your strategies.

With a clearer mind, use the summer to strategize for the second half of the year. Identify key goals and milestones. Consider market trends, emerging technologies, and reader demands. Crafting a well-thought-out plan now can set a strong foundation for success in the latter part of the year. Partnering with Concept X can offer you valuable insights and innovative tools to enhance your planning process.

5. Strengthen Relationships with Your Audience

Summer is also a good time to engage with your audience on a more personal level. Light-hearted, summer-themed content can resonate well with readers. Share behind-the-scenes glimpses of your team’s summer activities, offer engaging and fun content, and create interactive experiences that strengthen the bond with your audience.

While the usual rush is slowed down, experiment with new content formats. Podcasts, videos, and interactive articles can offer a fresh way to engage your audience. Summer gives you the breathing space to innovate without the pressure of immediate deadlines. Explore innovative formats and ideas from Concept X’s recent blog posts and LinkedIn activities for fresh inspiration.

Use the relaxed summer atmosphere to strengthen your team. Organize team-building activities, retreats, or casual gatherings. A strong, cohesive team is the backbone of a successful publishing strategy. Summer is perfect for fostering collaboration and unity within your team.

8. Reevaluate Your Tools and Technologies

Take this time to review the tools and technologies you use. Are there new platforms or software that can streamline your processes? Summer provides an opportunity to explore and implement new tools that can enhance productivity and efficiency in the latter part of the year. Maybe there is something in Concept X’s suite of tools, you haven't explored yet, that can help streamline your operations and improve performance.

Summer is more than just a season; it's a state of mind. Embrace the warmth and the break it offers to rest, travel, and reflect. Use this time wisely to plan, innovate, and strengthen your strategies for the upcoming months. By balancing relaxation with strategic planning, you can ensure sustained growth and success in your publishing endeavors.


So, take a deep breath, soak up the sun, and let this summer be a catalyst for rejuvenation and strategic brilliance. Remember, Concept X is here to support you every step of the way, providing inspiration, tools, and guidance to help you achieve your goals.

As the summer sun graces us with its warmth, it's not just a time for sunbathing and vacations but also a perfect opportunity for publishers to recharge and reflect. Summer offers a unique blend of relaxation and strategic contemplation, making it an ideal period to pause, plan, and prepare for the upcoming months. Here's a feel-good guide on what to consider during this vibrant season.

What to Consider During Summer: A Feel-Good Guide for Publishers

The new Concept X is a platform for growth, and our ambitions extend beyond just the commercial and technical aspects. It's also meant to be a platform where knowledge is shared, networks are built, and the future trends within the media industry are explored. Our goal is to bring together the best minds in the industry and create a dialogue that can shape the future of digital marketing and media innovation. Together, we aim to strengthen the local advertising industry. To support this, we have created Concept Xpo.

Concept Xpo is an event for our publishers, serving as an extension of this vision. It's not just an event; it's meant to be an experience. A day where we gather experts, enthusiasts, and curious minds to share knowledge, discuss trends, and look at what the future holds for us. With Xpo, we aim to create a platform where everyone can learn, grow, and be inspired.

A day where we gather experts, enthusiasts, and curious minds to share knowledge, discuss trends, and look at what the future holds for us.

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

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