Adnuntius and TRY, no. 1 advertising agency in Norway, launches new programmatic marketplace to heal the programmatic ecosystem.

Big launch for us and the programmatic market in Norway!

We recently launched C ALT, our new Norwegian marketplace, in cooperation with TRY. TRY is the no. 1 advertising agency in Norway and an advocate for improved data privacy and transparency in the value chain.

The new marketplace is named C ALT which means “see everything” in Norwegian. The name is perfectly fitting since C ALT will be 100% transparent and provide 100% clarity with regards to revenue streams and performance measurement, in addition to ensuring data privacy.

"Today, the digital advertising market consists of a jungle of players and there is little overview of value chains and money flows. There is great potential for improvement, and a transparent platform will support a better solution," says Stian Remåd, CEO and Co-founder of Adnuntius.

The end-to-end platform also limits intermediaries in the value chain and ensures that publishers receive a greater share of advertiser’s media investments.

Head of Digital in TRY Opt, Hanne Gilje Sekse comments on C ALT’s benefits:

"The platform is an important innovation for the Norwegian market. This means that Norwegian media houses and advertisers get more in return for every penny instead of the money disappearing to known and unknown third parties. Also, in today's digital advertising market, users' data is shared with many parties that very few people have information about or knowledge of. With this platform, we store all data safely in one place, and by removing intermediaries the risk of leakage also disappears.”

A collaborative and open marketplace

TRY and Adnuntius are the initiators of the marketplace, but the purpose is not to run it alone. The platform is open for all publishers, agencies and advertisers that want to contribute to creating a more efficient and transparent marketplace.

Featured in media

The launch and Adnuntius was featured on Kampanje.com (Note: Premium content), the leading media and advertising news site in Norway.

Support from ANFO Norwegian Advertisers:

Adnuntius and TRY, along with publishers TV 2 and advertiser OBOS, took part in a webinar November 2nd, discussing the programmatic challenges and what requirements a new and future proof platform has to deliver on. ANFO sees C ALT as an initiative that can help heal the programmatic ecosystem:

- In a survey by ISBA (which is ANFO in the UK) and PWC, it turns out that they are struggling to account for an average of 15% of the investment. No one can say where these funds go. It's frightening! In light of these challenges, we are of course interested in new solutions that solve these issues. That is why we are loudly rooting for initiatives such as C ALT," says Jan Morten Drange, CEO of ANFO Norwegian Advertisers.

Interested in learning more about C ALT and our marketplace solutions? Reach out to us on https://adnuntius.com/contact.