126 Million SEK to Swedish Publishers When Google and Meta Stepped Away

The 2026 Swedish general election was the first since the EU’s TTPA regulation came into force, and the first where Google and Meta chose not to sell political advertising. The advertising didn’t disappear. It went to Swedish publishers.

The numbers

• 126 million SEK invested with Swedish publishers through Adnuntius in digital display and video, 1 January to 13 September 2026
• 90 million SEK (71%) of that in the final six weeks of the campaign
• 45 million SEK in the final two weeks alone, more than a third of the total

How it worked

TTPA sets strict rules for how political ads are labelled, targeted, archived and reported. Google and Meta decided those rules weren’t worth adapting to, and left the segment.

We built for it instead. Our political advertising module is part of the Adnuntius marketplace, so TTPA requirements are handled out of the box: transparency labels on every ad, archiving, and reporting. Publishers and campaigns get compliant political advertising without building any of it themselves.

What it meant for publishers

When the global platforms stepped away, the budgets stayed in Swedish media. Competing publishers were reachable through a single, transparent route, and the revenue went directly to them.

It was the first real test of what happens when Big Tech opts out of an entire ad segment. Swedish publishers got the answer in this election.

The election was also covered by Dagens Media.

Political advertising on Adnuntius

TTPA applies across the EU. If you are a publisher, agency or campaign preparing for political advertising under the new rules, get in touch.