Adnuntius and Livewrapped Team for Political Ads
As the EU’s Transparency and Targeting of Political Advertising (TTPA) regulation takes effect, Nordic ad tech companies Adnuntius and Livewrapped have formed a partnership designed to help publishers keep serving political ads, even as major tech platforms pull out of the space.
The new EU law, which came into force on October 10, sets strict transparency and consent requirements for political advertising. It mandates clear labeling, detailed disclosures about advertisers and funding sources, and limits the use of personal data unless users give explicit permission. For many global players, the compliance burden has proven too heavy: Google, Meta, Microsoft and others have all opted to ban political ads across their platforms rather than adapt to the rules.
The law itself doesn’t ban political advertising, its aim is to increase transparency and reduce disinformation. But with GAM (Google Ad Manager) dominating ad delivery in the EU, publishers and political advertisers are effectively prevented from reaching audiences. The risk isn’t just lost revenue, it’s a threat to open dialogue and democratic debate across Europe.
The Adnuntius–Livewrapped integration provides an alternative. Through a Prebid-based setup, Livewrapped’s wrapper detects when a political ad wins an auction and routes the delivery directly via Adnuntius, bypassing Google Ad Manager entirely. Adnuntius ensures that the ad appears with full transparency labeling and metadata required under the TTPA, including advertiser identity and campaign information, without using any personal data unless users have consented to such use.
“It is difficult to solve every challenge in this new regulatory landscape,” said Fredrik Johansson, CEO of Livewrapped. “But together with the right partners, like Adnuntius, we can help publishers continue to serve political ads in a compliant, transparent and responsible way.”
Adnuntius, which has developed a full-stack political ad delivery solution, says that its technology effectively makes TTPA compliance automatic. Its system embeds labeling, data restrictions, verification, and seven-year data retention directly into the ad delivery process.
“We’re glad to work with Livewrapped to offer publishers a straightforward, compliant solution for political advertising,” said Stian Remåd, Co-Founder and Senior Business Developer Adnuntius. “Our combined technology means publishers can meet the new requirements and keep control over their ad operations.”
The joint solution has already been tested with several Nordic publishers and is being positioned as a scalable model for European media companies preparing for upcoming election cycles under the new regulatory regime.
While many in the ad tech industry see the TTPA as a compliance headache, Adnuntius and Livewrapped are betting that it could also reopen opportunities for independent European infrastructure and reduce reliance on U.S. platforms in the process.