Something remarkable happened during the Danish General Election (Folketingsvalget) earlier this year. With Google and Meta having exited political advertising ahead of the EU's new TTPA regulation, Danish publishers found themselves in the position of being the primary destination for political ad spend that previously flowed to the major platforms.
The result speaks for itself. Danish media industry publication MediaWatch reported that publishers saw their political advertising revenue roughly double compared to previous election cycles — a direct consequence of the major platforms stepping away from the market.
Read the article (in Danish): https://mediawatch.dk/Medienyt/Aviser/article19151000.ece
This is not a coincidence. It is the direct consequence of a structural shift in the market — and for publishers who had the right infrastructure in place, it translated into significant incremental revenue.
Why the platforms left — and what that means for publishers
The TTPA, which came into force in October 2025, introduced strict requirements for anyone serving political advertising online. Every impression must carry a visible compliance label. Every campaign must link to a transparency notice disclosing the sponsor, the funding source, the controlling entity, campaign budgets, and targeting methodology. All data must be archived for seven years and submitted to the EU's central repository.
Google, Meta, and most major DSPs concluded that meeting these requirements across their vast, complex infrastructure was not worth the operational risk, and exited the market entirely. That decision redirected an enormous amount of political ad spend — and it had to go somewhere.
Publishers with direct, compliant inventory became the natural beneficiaries. But only if they could actually accept and serve political ads in a way that met TTPA requirements. That is where the technology partner matters.
What Adnuntius delivers for publishers
We built our political advertising infrastructure specifically to make TTPA compliance invisible to publishers — handled automatically, end to end, without requiring changes to your existing ad stack.
Via a simple Prebid integration alongside your current setup, political ads route through Adnuntius while everything else continues to flow through your existing ad server as normal. You do not need to migrate away from GAM or any other platform. There is no disruption to your existing revenue streams.
What you gain is access to a high-CPM category that has been largely unavailable for the past several years — now with the full compliance burden handled for you. Labels and transparency notices are generated automatically on every impression. Budget and entity information flows through from the advertiser form without manual effort on your side. You retain full editorial control over which political advertisers can access your inventory.
We proved this at national scale during Folketingsvalget, where we delivered the absolute majority of all digital political advertising in Denmark — serving campaigns across the entire political spectrum on behalf of publishers across the country.
The opportunity ahead
Denmark was the first major test. The next wave is already approaching. Germany faces a series of significant state elections through 2026 and 2027, including North Rhine-Westphalia — the country's most populous state. The Nordic election calendar is active. And with TTPA now being evaluated for formal adoption into the EEA Agreement, Norwegian publishers are also set to operate under these rules.
The publishers who benefited most during Folketingsvalget were those who were ready before the campaign started. Setting up the integration, onboarding the advertiser relationships, and testing the compliance flow takes days — but it needs to happen before the election cycle is in full swing.
If you are a publisher looking to capture your share of political ad spend in the next election cycle, we would like to talk.
Get in touch at adnuntius.com/political