As the deadline of March 6, 2024, draws near, there's a big update on the horizon that we all need to get ready for—Google Consent Mode version 2.0. This might sound like just another item on the never-ending checklist of digital updates, but it's a pretty big deal for all of us in the publishing world.


So, what's the big change? Google Consent Mode 2.0 is all about enhancing how consent is managed and how cookies are used on websites and apps. It's designed to make sure that how we collect data aligns with user consent, keeping in step with GDPR and other privacy regulations. In short, it's about making sure we respect our users' choices while still getting the insights we need.

For those of us using Google services like Analytics and Ads, it means we need to check in with our Consent Management Platform (CMP) provider to make sure we're all set for the transition. The new update introduces two new permissions related to ad personalization and user data, tied to the "marketing" cookie category. The bottom line is, we need to get user consent for personalized ads before the March 2024 deadline.

Here's the kicker: if we don't make these updates, Google has said they won't support advertising on our sites.

But don't worry, if you're using our integration with Sourcepoint for your website, you can breathe easy. We've already made the necessary updates for you.

For those with apps, especially if you're using SDK tags, there's a bit more work to be done to ensure your code is up to date.

We've got all the info you need to make this transition as smooth as possible:

Official Google Consent Mode v2.0 Guide: Check it out here

SDK Implementation for Sourcepoint: Here's how

Cookiebot and Cookieinformation Updates: If you're using these platforms, they've got guides ready to help you switch over smoothly. Cookiebot guide and Cookieinformation guide.

This update is a big step towards balancing privacy with personalized experiences. At Concept X, we're all about making sure you have the support you need to navigate these changes. We're here to help you stay compliant, keep your ads running smoothly, and, most importantly, respect your users' privacy preferences.


Let's tackle this together and continue to create awesome experiences for our users.

As the deadline of March 6, 2024, draws near, there's a big update on the horizon that we all need to get ready for—Google Consent Mode version 2.0. This might sound like just another item on the never-ending checklist of digital updates, but it's a pretty big deal for all of us in the publishing world.

Navigating the New Era: Preparing for Google Consent Mode v2.0 Deadline

In a pivotal update that has rippled across the digital advertising landscape, Google has announced yet another delay in its plan to phase out third-party cookies in Chrome. Now pushed to 2025, this move marks the third postponement, underscoring ongoing complexities and the need for a more integrated approach to privacy-first advertising. What does this mean for publishers and advertisers, and how can businesses prepare for this extended timeline?


Initially set for a 2022 execution, Google's timeline for phasing out third-party cookies has seen multiple extensions. The rationale? To allow adequate time for the ad industry to adapt to the privacy sandbox technologies, which aim to provide alternatives that uphold privacy while still delivering on advertiser needs. This latest delay, as noted in Google's recent announcement, stems from discussions with the UK’s Competition and Markets Authority (CMA), ensuring a collaborative approach to this significant shift.

Impact on the Digital Advertising Ecosystem

Third-party cookies have been instrumental in enabling targeted advertising and audience insights. Their removal is poised to disrupt many aspects of digital marketing, from ad targeting and measurement to the overall effectiveness of digital campaigns. Google's phased approach reflects the challenges and the need for a stable transition, ensuring that both privacy and commercial interests are balanced.

For publishers and advertisers, this extended timeline should be seen as an opportunity to test and learn with the new tools proposed under Google's Privacy Sandbox initiative. Embracing first-party data strategies, enhancing direct relationships with consumers, and experimenting with context-based advertising can mitigate the impact of losing third-party cookies.


At Concept X, we are poised to assist our partners through this transition. Leveraging our innovative platforms and collaborative ecosystem, we can help advertisers and publishers harness first-party data and explore new advertising technologies that comply with enhanced privacy standards.

While the delay in deprecating third-party cookies may offer temporary relief, it signals a clear mandate for the ad industry: evolve or risk obsolescence. As we move closer to a privacy-centric world, staying informed and agile will be key. At Concept X, we commit to guiding our stakeholders through these changes, ensuring that your advertising strategies remain both effective and compliant.

In a pivotal update that has rippled across the digital advertising landscape, Google has announced yet another delay in its plan to phase out third-party cookies in Chrome. Now pushed to 2025, this move marks the third postponement, underscoring ongoing complexities and the need for a more integrated approach to privacy-first advertising. What does this mean for publishers and advertisers, and how can businesses prepare for this extended timeline?

Shifting Sands: Google's Third-Party Cookie Phase-Out Moved to 2025

To thrive in the digital advertising ecosystem, publishers must have a nuanced understanding of how ad placements perform. This knowledge goes beyond basic metrics; it requires a more deep dive into specific measures that indicate the effectiveness and revenue potential of each ad slot. Let’s explore these critical metrics in detail.

Understanding Key Metrics for Optimal Ad Performance

To maximize your ad revenue and improve inventory management, you should focus on the following specific metrics:

ePCM (Effective Cost Per Thousand Impressions) of the Specific Ad Placement:

Definition: ePCM measures the average earnings generated per thousand impressions for a specific ad placement. It’s a crucial metric for assessing the profitability of different sections of your website or different types of content.


Importance: By understanding ePCM, publishers can identify which placements are most valuable and adjust their ad strategies to prioritize high-performing areas, enhancing overall revenue.


Definition: The viewrate measures the percentage of impressions where the ad was actually viewable on the user’s screen, according to pre-defined criteria (usually at least 50% of the ad is visible for one second or more).


Importance: A high viewrate often correlates with increased engagement and effectiveness. Ads that are more frequently seen are more likely to influence user behavior and drive conversions.


CTR (Click-Through Rate) Performance of the Specific Ad Placement:

Definition: CTR is the ratio of users who click on an ad to the number of total users who view the ad (impressions). This metric is calculated for each specific ad placement, providing insight into how effectively an ad engages users.


Importance: Analyzing CTR at the placement level helps publishers understand what types of content or which areas of their site are most engaging, allowing for targeted content optimization and layout improvements.


PageCPM (Effective Cost Per Thousand Impressions) for the Total Page:

Definition: PageCPM considers the total revenue generated per thousand impressions across an entire page, encompassing all ad placements on that page.


Importance: This metric is vital for evaluating the overall effectiveness of a page's ad layout in generating revenue. Understanding PageCPM, especially the differences between desktop and mobile, allows publishers to optimize their content strategy for different devices, ensuring that ad placements are tailored to each platform's unique user experience and engagement patterns.


Concept X’s Advanced Tools and Analytics

Concept X equips publishers with advanced tools to measure and understand these metrics effectively. Our platform provides real-time data, allowing for quick adjustments and strategic decision-making. With Concept X, you can easily compare performance across your different placements, ensuring that your ad strategy is always aligned with optimal revenue generation and user engagement.


Leveraging Metrics for Strategic Ad Management

With a thorough understanding of these metrics, publishers can strategically manage their ad inventory to maximize engagement and revenue. Concept X supports publishers with tools that not only track and report these metrics but also provide insights that can be used as the groundlayer for discussions around optimization with your dedicated Publisher Manager.


Ready to elevate your advertising strategy with precision metrics? Don’t miss out on maximizing your ad revenue and enhancing engagement. Contact Concept X for a personalized demo or consultation. Discover firsthand how our advanced analytics tools and expert guidance can transform your digital advertising efforts. Join the many publishers who have already begun to see significant benefits by partnering with Concept X. Let's redefine success together—reach out now and step into the future of optimized ad performance.

Unlock the Secrets of Ad Performance on Your Site

In the ever-evolving landscape of digital publishing, where the only constant is change, navigating the myriad challenges can feel like an insurmountable task. This is where our decade-long presence in the industry comes into play. At Concept X, we have not only witnessed the evolution of digital advertising but have actively shaped it, supporting publishers like you through every twist and turn.

Whether you are launching your first site, looking to grow your existing audience, or seeking new revenue streams, every publisher's journey is unique yet familiar. We've seen publishers grappling with technological advancements, shifting consumer behaviors, and the increasing complexity of ad technology. Our experience across diverse publishing environments means we understand your challenges and aspirations.

At Concept X, we believe that one size does not fit all. We offer bespoke solutions tailored to the specific needs of your publishing business:


For Startups: We help you set a strong foundation with scalable ad technologies and audience analytics tools.


For Growing Publishers: Our strategic consulting and advanced monetization tools can expand your reach and maximize ad revenues.


For Established Players: We introduce cutting-edge innovations like programmatic solutions and data integration systems to refine and optimize your operations.

A key feature of our service is that every publisher, regardless of size or stage, receives a dedicated Publisher Manager. This expert is your guide, mentor, and strategist, helping you navigate the complexities of the digital ad space. They are committed to understanding your specific needs and challenges, ensuring that you receive personalized strategies for growth and success.


At Concept X, your growth is our goal. We foster a collaborative ecosystem where innovation thrives and every challenge is an opportunity for growth. By partnering with us, you gain more than our technology and services; you gain a dedicated ally committed to your continuous advancement.

Your Trusted Guide in the Digital Terrain

Navigating the digital ad space can be daunting, but with Concept X, you have a seasoned guide by your side. We invite you to join our network of successful publishers who not only survive but thrive in this dynamic industry. Reach out to us today, and let’s chart your unique path to success together.

We Know Your Journey: Guiding Publishers to Success in the Digital Ad Space

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.

The day featured inspiring presentations primarily from our internal team but also from external speakers. Since it was the first Concept Xpo, we felt it was okay to talk a bit about ourselves, but we also gave the stage to others with deep expertise and passion for their field. We intentionally planned a tight schedule, but the setting was intimate, and we were pleased that so many stayed for the subsequent mingling, where we also saw many contacts being made across our network. We look forward to seeing this unfold in the coming time.

The feedback has been overwhelmingly positive, and we are so grateful for the praise about our external speakers. From "He had his stuff together" to "Gitte's energy is magical", we were thrilled to hear that our speakers managed to engage and inspire you. We received some fantastic suggestions for improvements, which we will definitely take into account. We appreciate your feedback and will work hard to make the next Concept Xpo even better.

We've developed a taste for more, and we're already planning the next Concept Xpo, set to take place in the Spring of 2024. The stage will be bigger, the participant list longer, and the agenda will be deeper. Although the exact date is not yet set, we can already reveal that we're slowly building the content and have listened to your suggestions regarding the topics you find interesting. So, keep an eye out for updates!

We want to express our heartfelt thanks to everyone who participated in the event. Without you, the day wouldn't have been the same. We're thrilled with the positive feedback we've received and look forward to seeing all of you again at the next Concept Xpo.

For those who couldn't attend this time, we hope this summary gives you an insight into the thoughts behind the event - and that we'll see you next time! 

Until then, follow us on the blog and LinkedIn for more updates and insights into the media industry.

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

A Look Back at Concept Xpo: A Day Filled with Knowledge, Networking, and Visions of the Future

A look back at Concept Xpo

Imagine a world where innovation and collaboration intertwine, creating unparalleled pathways for growth. Welcome to Concept X, where every interaction is a milestone towards collective evolution, and every solution is a gateway to mutual success.

We're thrilled to announce that Concept X has once again been recognized as a Børsen Gazelle in 2023. This isn't our first time receiving this prestigious accolade, underscoring our position as a leading force in the Digital Ad Space. What makes this recognition even more extraordinary is that, after 11 years, Concept X remains among the fastest-growing companies in Denmark. This is a testament to our sustained commitment, innovation, and the trust our partners place in us.

"Receiving the Børsen Gazelle award once again is a reflection of the hard work, dedication, and innovative spirit of the entire Concept X team," says Jens Holm, CEO of Concept X. "It's an honour to lead such a dynamic team, and this recognition fuels our drive to shape the digital ad industry's future."

The Børsen Gazelle Award, presented to Denmark's fastest-growing companies, highlights our commitment to excellence and innovation. As Concept X matures, achieving such recognition becomes even more commendable.

Our journey began in 2012 at the intersection of innovation, collaboration, and progress within the Nordic digital ad space. Today, Concept X is more than a platform; it's a vibrant hub that nurtures partnerships and bridges the gap between publishers, advertisers, and forward-thinking entrepreneurs.

This award aligns perfectly with our brand's vision, mission, and values, showcasing our dedication to creating opportunities in the digital ad industry.

As we continue to evolve, we invite everyone shaping the digital ad landscape to collaborate with us. Whether you're an advertiser, media agency professional, publisher, marketer, or entrepreneur, get in touch, and let's accelerate your success together.


Contact information:
Name: Jens Holm
Title: CEO & Founder
E-mail: jens@conceptx.com
Telephone: +45 28 27 01 93

Imagine a world where innovation and collaboration intertwine, creating unparalleled pathways for growth.

Concept X: A Børsen Gazelle in 2023 and Beyond

In the realm of digital advertising, strategic partnerships are key to delivering quality and relevance. Concept X is pleased to announce that Filmtopp International, a respected name in film journalism, has joined our portfolio, enhancing our Entertainment Vertical in Sweden.

The inclusion of Filmtopp International into Concept X's suite of partners is a thoughtful step towards strengthening our presence in the Swedish market. This partnership aligns with our commitment to enhancing the advertising value chain within our specialized Entertainment Vertical.

Filmtopp's audience is a coveted demographic for advertisers: engaged, informed, and passionate about the entertainment industry. By integrating Filmtopp into our network, Concept X is poised to offer advertisers direct access to this attractive segment, which is highly sought after by global, Nordic, and Swedish brands alike.

The collaboration with Filmtopp International allows Concept X to offer advertising solutions that are contextually relevant. Advertisers can now place their ads within an environment that is inherently aligned with their target audience's interests, ensuring a higher engagement rate and a more meaningful impact.

This partnership is not just about expanding our portfolio; it's about creating a win-win situation. Advertisers get the benefit of a focused and relevant platform to showcase their products, while the audience enjoys ads that are more aligned with their interests and less intrusive.

The Practical Benefits of Our Collaboration

With Filmtopp International's expertise in the film sector, Concept X can now offer enhanced advertising solutions that are tailored to the unique dynamics of the entertainment industry. This means more sophisticated and nuanced ad campaigns that resonate with viewers.

At Concept X, we are committed to maintaining the integrity of the user experience while delivering ads that matter. Our partnership with Filmtopp is a reflection of this commitment, ensuring that the ads served are not only high in quality but also high in relevance.

The first initiative in this collaboration is a dedicated campaign for SkyShowtime, where Concept X is also responsible for the ad production through the team at Hello Creative.

"We at Concept X are truly looking forward to this collaboration. With Filmtopp.se, we have a very strong entertainment vertical to offer our customers," says Peter Grufman.

As we welcome Filmtopp International into our fold, we look forward to the opportunities this partnership will bring. We are excited about the potential to connect advertisers with a passionate audience, creating campaigns that are as entertaining as they are effective.

We invite advertisers who are looking to engage with a dedicated film-loving audience to explore the possibilities with Concept X and Filmtopp. Together, we can create advertising that's not just seen but also appreciated.

Furthermore, we extend a warm invitation to publishers who are interested in learning how Concept X can enhance their advertising potential. If you're a publisher looking to elevate your advertising strategy and collaborate with a team that values innovation and relevance, reach out to us. Let's discuss how we can work together to create a more impactful and engaging ad experience for your audience.

Filmtopp Joins Concept X's Entertainment Vertical in Sweden

In the dynamic realm of digital advertising, upholding brand authenticity is not just a necessity; it's a strategy for lasting engagement. As advertisers grapple with an ever-changing digital landscape, the challenge is to remain authentic to your brand's core values. This blog explores strategies to maintain this authenticity, with a special focus on leveraging Concept X's unique offerings like Hello Creative and Storybook.


Authenticity in branding is about more than just a consistent message; it’s about a genuine connection with your audience, reflecting your brand's true narrative. In the digital ad space, where impressions are fleeting, authenticity becomes your brand's signature, ensuring longevity and relatability.


Ad Clutter: Differentiating your brand amidst a sea of digital ads.


Rapid Platform Evolution: Keeping your brand voice authentic across evolving digital platforms.


Building Trust: Establishing and maintaining trust in an era marked by skepticism.


Strategizing for Authenticity with Concept X

Hello Creative’s Design Excellence: While the focus is on your message, Hello Creative ensures it's delivered in a visually coherent and engaging manner, subtly enhancing the authenticity of your brand.


Storybook’s Narrative Craft: In the background, Storybook's expertise in storytelling can enrich your brand’s message, ensuring it's not just heard but felt, creating a deeper connection with your audience.


Data-Driven Insights: Use Concept X's analytics and insights to understand audience preferences and tailor your messaging to mirror real interests and values.


Transparent Communication: Embrace transparency in your advertising campaigns, a key principle in building consumer trust and loyalty.


At Concept X, our suite of tools like Contxt and our divisions such as Hello Creative and Storybook are at the forefront of marrying creativity with technology. This synergy ensures that your brand's authenticity is not just preserved but is also amplified in the digital space.

Hello Creative: Crafting Your Brand's Digital Voice

Hello Creative specializes in transforming your brand ethos into compelling digital narratives. From visually stunning designs to engaging copy, our team ensures that every piece of content reflects your brand's authentic voice.

Storybook, our native content and campaign division, excels in creating content that aligns seamlessly with your brand's narrative, engaging the audience in a meaningful dialogue and fostering a genuine connection.

In the bustling digital advertising landscape, the authenticity of your brand is the beacon that guides your audience to you. By leveraging Concept X's innovative tools and expertise, you can navigate these waters while keeping your brand's integrity and authenticity at the forefront.


Are you ready to elevate your brand's authenticity in the digital ad space with innovative solutions? Reach out to Concept X today, and let's create advertising that's not just effective, but also resonates with your brand's true voice.

In the dynamic realm of digital advertising, upholding brand authenticity is not just a necessity; it's a strategy for lasting engagement. As advertisers grapple with an ever-changing digital landscape, the challenge is to remain authentic to your brand's core values. This blog explores strategies to maintain this authenticity, with a special focus on leveraging Concept X's unique offerings like Hello Creative and Storybook.

Is Your Brand Losing Its Authentic Voice in a cluttered ad space?

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

In the world of digital advertising, 3rd party cookies have long been a cornerstone. However, with growing privacy concerns and legislative changes, this era is coming to an end. What does this mean for publishers, especially in the Nordic countries?

To understand the significance of this change, it's essential first to define what 3rd party cookies are. They are small text files placed on a user's computer by a domain other than the one they are visiting. These cookies have been crucial for tracking user behavior across different websites, allowing advertisers to deliver more targeted ads.

Privacy concerns have led to a rise in data protection legislation globally. In the Nordic countries, known for their strict data protection standards, this has been a particularly hot topic. With tech giants like Apple and Google removing support for 3rd party cookies, it's evident that the industry needs to adapt.

For publishers, this change might seem daunting. Without 3rd party cookies, delivering targeted ads could become more challenging, potentially affecting revenues. But it's not all bad news. This could also be an opportunity for publishers to reconsider their advertising strategies and focus more on contextual advertising and first-party data.

Contextual advertising focuses on the content of a page to determine which type of ad should be displayed. For instance, on a page about sustainable fashion, an ad for organic clothing might be relevant. This allows publishers to deliver more pertinent ads without relying on user data.

First-Party Data: A Goldmine for Publishers

Publishers have a unique opportunity to collect first-party data - information directly from their audience. This can be details like email addresses, preferences, or purchase history. By leveraging this data, publishers can build deeper relationships with their audience and deliver more personalized ads.

While the disappearance of 3rd party cookies represents a significant shift in the digital advertising world, it's not necessarily a bad thing. For publishers in the Nordic countries, where data protection has always been at the forefront, this could be an opportunity to lead the way in a new era of digital advertising.


Want to delve deeper into this change and its impact on your media? At Concept X, we have specialists dedicated to helping publishers navigate the complex world of digital advertising, especially in light of recent changes in cookie policies. 

Contact us today to discuss how we can support your media during this transitional period and ensure you continue to stay ahead with industry best practices.

What does this mean for publishers, especially in the Nordic countries?

Disappearance of 3rd Party Cookies: What It Means for Publishers.
An in-depth analysis of how changes in cookie policies affect publishers.

Disappearance of 3rd Party Cookies: What It Means for Publishers

Disappearance of cookies and what it means for publishers

The digital advertising landscape is in a constant state of evolution. From the early days of banner ads to the sophisticated programmatic buying we see today, technology has always been at the forefront of this transformation. Now, as we stand on the cusp of a new era, Artificial Intelligence (AI) is set to redefine the way publishers approach digital advertising.

AI, at its core, is about machines learning from data. In the context of digital advertising, this means analyzing vast amounts of user data to predict behaviors, preferences, and trends. For publishers, this presents a golden opportunity to understand their audience on a deeper level, tailor content more effectively, and offer unparalleled value to advertisers.

AI can analyze user behaviour to determine what type of content resonates most with individual users. This allows publishers to serve personalized content, increasing engagement and time spent on their platforms. 

With AI, ad targeting is no longer a game of guesswork. By analyzing user data, AI can predict which ads a user will most likely engage with, ensuring higher click-through rates and better ROI for advertisers. 

AI can forecast trends based on current user behaviour. This means publishers can anticipate what their audience wants before they even know it, staying one step ahead of the competition.

At Concept X, we recognize the transformative power of AI. Our AI-powered tool, Contxt, classifies content based on its context down to the article level. This precision not only enhances the user experience but also boosts advertiser interest in your content. By leveraging AI, we aim to make the local ad industry stronger, ensuring that publishers, big or small, can thrive in this competitive landscape.

The integration of AI in digital advertising is just the beginning. As technology continues to advance, we can expect even more innovative solutions that will further bridge the gap between publishers and their audience. It's an exciting time to be in the digital space, and publishers who embrace AI will undoubtedly be at the forefront of this new era.

Don't navigate the AI-driven digital landscape alone. Partner with Concept X and leverage the power of Contxt to secure your place in the evolving digital world. Contact us today to accelerate your success in the digital ad space.

An in-depth analysis of how AI is transforming digital advertising and creating new opportunities for publishers.

AI and Publishers: A new era for digital advertising

As the digital landscape evolves and the reliance on third-party cookies diminishes, publishers face a pivotal shift towards leveraging first-party data. This transition is not merely a reaction to regulatory changes but a strategic move to harness the direct relationship between publishers and their audience. In this context, gated content and login walls emerge as not just alternatives but as cornerstone strategies for engaging users and securing data that drives hyper-targeted advertising.

The impending "cookie apocalypse" underscores the urgency for publishers to pivot towards mechanisms that foster consent-based user engagement. Gated content, characterized by the exchange of value between the publisher and the audience, offers a pathway to collect first-party data. This data, obtained directly from users in exchange for access to premium content, holds the key to generating higher CPMs and session RPMs through more precise ad targeting.

Beyond Cookies: The Login Wall as a Consent Alternative

For users who prefer not to consent to cookies or tracking, providing an alternative means of accessing content is essential. Login walls serve as a viable alternative, offering users the option to buy access to the site. This approach not only respects user privacy preferences but also aligns with the growing demand for transparency and control over personal data.


Leveraging Gated Content for First-Party Data Activation: 


Value-Packed Content: The foundation of a successful gated content strategy lies in the value it delivers. By offering in-depth articles, exclusive insights, or unique experiences behind a login wall, publishers can incentivize users to share their information willingly.

Personalized Newsletters and Forums: Personalization is key to engaging today's digital audience. Through newsletters and interactive forums, publishers can cultivate a community of engaged users, encouraging recurring visits and deeper engagement.

Innovative Subscription Models: The transition towards a subscription-based model, supported by first-party data, allows publishers to tailor their offerings to meet the specific interests and preferences of their audience, enhancing the value proposition and fostering loyalty.

Interactive and Gated Experiences: By creating interactive content that requires login access, publishers can enhance user engagement while collecting valuable data. Quizzes, polls, and gated videos are effective tools for this purpose.

The shift towards first-party data and the strategic use of gated content and login walls represent a future-proof strategy for publishers. In an advertising world where relevance, privacy, and user consent are paramount, these approaches offer a sustainable path forward. By building direct relationships with their audience, publishers not only navigate the challenges of a cookieless future but also unlock new opportunities for growth and monetization.

The journey towards activating first-party data is both a challenge and an opportunity. Publishers equipped with the right strategies, like those offered by Concept X, can turn this transition into a competitive advantage, ensuring their success in the evolving digital advertising ecosystem.

Do you have a “Gated Content Strategy”?

The phasing out of third-party cookies is primarily driven by growing concerns about privacy and data protection. For publishers, this means a significant shift in how user data is collected and used for ad targeting. 

Now is the time to invest in collecting and managing first-party data. Encourage users to sign up for newsletters, create accounts, or engage in other ways that allow you to gather direct data. This data is more valuable because it's consensual and specific to your audience. 

In the absence of user-specific data, the context in which an ad is placed becomes crucial. This is where Storybook, a division of Concept X, shines. Specializing in developing native content and campaigns, Storybook ensures that your content is not only engaging but also contextually relevant, making it more appealing to advertisers. 

Don't rely solely on cookie-dependent ad revenues. Explore other monetization methods like affiliate marketing, sponsored content, or subscription models. 

As the digital landscape evolves, so should your tools. Concept X offers Contxt, an AI-powered tool that classifies content based on its context, right down to the article level. This precision enhances advertiser interest in your content, ensuring you remain a valuable partner in the advertising ecosystem. 

Ready to Navigate the Cookieless Future? 

Navigating the digital landscape without third-party cookies can be challenging, but with the right tools and strategies, publishers can thrive.

 At Concept X, we're at the forefront of this change. Our AI-powered tool, Contxt, classifies content based on its context down to the article level, enhancing advertiser interest in your content. Furthermore, our specialized division, Storybook, is dedicated to crafting native content and campaigns that resonate with your audience. Don't navigate this journey alone.

Partner with Concept X and leverage the power of Contxt and Storybook to secure your place in the evolving digital world. Reach out to us today!

Navigating the digital landscape without third-party cookies can be challenging, but publishers can thrive with the right tools and strategies.

Adapting to a world without third-party cookies

In the ever-evolving landscape of digital advertising, staying informed and adaptive is key. Google's recent update to its ad consent policies represents a significant shift, particularly for publishers operating within the scope of GDPR and the UK Data Protection Act. As the deadline looms, Concept X is committed to ensuring you are not only aware but also fully prepared to embrace these changes with ease and confidence.

Google has mandated that publishers must use a Google-certified Consent Management Platform (CMP) for collecting user consent, specifically regarding ad delivery and measurement. This update, in alignment with GDPR and the UK's Data Protection Act, highlights Google's commitment to user privacy and data protection.

It's crucial to note that the deadline for complying with these new requirements is January 16th, 2024. This timeline emphasizes the urgency and importance of updating your consent management practices.

At Concept X, we understand that adapting to new regulations can be challenging. Therefore, we are here to provide comprehensive support to our publishers, ensuring a smooth transition ahead of the upcoming deadline.


The Significance of Vendor Selection in CMPs

While a lengthy list of vendors in your CMP might seem overwhelming, the focus should be on the relevance and compliance of these vendors, rather than their number. A well-curated list ensures that you're working with the right partners, fulfilling legal requirements without compromising the effectiveness of your advertisements.

Guidance on CMP Implementation: We offer expert advice on selecting and implementing a Google-certified CMP that aligns with your operational needs.


Optimizing Vendor Lists: Our team will assist you in reviewing and optimizing your vendor list, focusing on quality and compliance, to ensure that you're working with the most suitable partners.


Staying Ahead of the Deadline: As the deadline approaches, we're committed to helping you meet these requirements on time, offering ongoing support and updates.


Meeting Google's ad consent policy deadline is a significant step towards more transparent and privacy-focused digital advertising. With Concept X by your side, this transition becomes an opportunity to strengthen trust with your audience and enhance your advertising strategies. Let's work together to ensure you're not only compliant but also positioned for greater success in the digital ad space.

If you have any questions or need assistance in meeting the new Google ad consent policy requirements, please contact us immediately. Our team at Concept X is here to ensure you navigate these changes effectively and meet the deadline with confidence.

Embracing Change with Confidence: Meeting Google's Ad Consent Policy Deadline

In today's digital advertising landscape, brand safety has emerged as a paramount concern for advertisers and media agencies alike. As online spaces continue to evolve, ensuring that advertisements appear in contexts that align with brand values and audience expectations is not just a preference—it's a necessity. Concept X is at the forefront of addressing these concerns, offering comprehensive strategies and tools designed to safeguard brand reputation in the digital realm.


Brand safety refers to the measures and strategies implemented to ensure that an advertisement does not appear alongside content that could be detrimental to the brand's image or offensive to its audience. The implications of neglecting brand safety are significant, ranging from damaged reputations to lost consumer trust and revenue. In response to these challenges, Concept X has developed an integrated approach to ensure ads are displayed in safe, relevant contexts, thereby aligning with brand values and enhancing audience engagement.


Concept X takes brand safety seriously, employing a multi-faceted approach to protect advertisers' interests:

Quality and Suitability Analysis: During the onboarding process, all media within our network undergo a thorough analysis in our ad server to assess the quality and suitability of websites for advertisements. This process, conducted in close collaboration with Google and utilized Supply Side Platforms (SSPs) such as Pubmatic, ensures that ads are displayed on appropriate websites, avoiding unsuitable or offensive content.

Continuous Scanning and Filtering: Our ad server continuously scans and filters both the content and ads across all media in our network. This ongoing vigilance aids in identifying and removing harmful or offensive content, ensuring that campaigns are delivered in a secure environment.

Adherence to Standards: The technical delivery of ads is always in compliance with current standards for ads.txt, sellers.json, and schain, reinforcing the transparency and integrity of our advertising processes.

Use of Blocklists: We employ blocklists to exclude unwanted content and categories, which are regularly updated across our network. Additionally, all media have the option to create their own individual blocklists, offering further customization and safety measures.


Contextual Advertising Demand: With the increasing restrictions on the use of cookie-based data, the demand for advertising in the right context has grown. Concept X has always excelled at ensuring contextually appropriate advertising. We have previously utilized external contextual tools to exclude content and articles related to specific keywords, such as during the Ukraine conflict. Responding to the rising demand, we have developed our proprietary contextual tool, Contxt. Contxt serves both brand safety and campaign targeting purposes, providing advertisers with optimal opportunities for safe and effective advertising.

In a digital advertising world where brand safety cannot be taken for granted, Concept X stands out by offering robust solutions that not only meet but exceed market demands for brand protection. Our innovative tools, such as Contxt, combined with our commitment to quality and safety, position us as a trusted partner for advertisers seeking to navigate the complexities of the digital landscape confidently.

By choosing Concept X, advertisers and media agencies gain access to a suite of advanced tools and a team dedicated to ensuring that every advertisement resonates with its intended audience in the safest possible context. Our approach goes beyond mere compliance; it's about empowering brands to thrive in a digital ecosystem where safety and relevance are key to unlocking unparalleled engagement and loyalty.

In a world where brand safety is integral to digital advertising success, Concept X is your ally. Let's work together to safeguard your brand's integrity and foster meaningful connections with your audience.

In today's digital advertising landscape, brand safety has emerged as a paramount concern for advertisers and media agencies alike. As online spaces continue to evolve, ensuring that advertisements appear in contexts that align with brand values and audience expectations is not just a preference—it's a necessity. Concept X is at the forefront of addressing these concerns, offering comprehensive strategies and tools designed to safeguard brand reputation in the digital realm.

Is Your Brand Safe in Display Advertising? - A Concept X Perspective

In today’s digital age, video content has become a cornerstone of user engagement. As a publisher new to video, navigating the creation and integration of video content into your strategy might seem daunting. However, with a structured approach, you can effectively leverage video to enhance engagement, drive traffic, and increase brand awareness. Here’s how:

Before embarking on your video journey, pinpoint what you aim to achieve. Whether it’s boosting engagement, increasing website traffic, or enhancing brand recognition, clear objectives will guide your content strategy and help measure success.


Knowing your audience is crucial. Delve into their preferences—what types of video content do they engage with, and on which platforms? Understanding these aspects will ensure your video content resonates and reaches your audience effectively.

Create a content calendar that mirrors your audience's interests and aligns with your goals. Incorporate a variety of content types, such as:

Diversity in content keeps your audience engaged and coming back for more.

Quality cannot be compromised. Even with limited resources, focus on producing videos with clear audio, steady footage, and good lighting. High-quality videos reflect your brand’s values and message, fostering trust and credibility.

Optimized Distribution Strategy with Concept X

Maximize the reach and impact of your video content through strategic distribution across multiple channels. Leverage your website, social media platforms, and newsletters as primary avenues to engage your existing audience. But don't stop there.

Concept X elevates your distribution strategy by facilitating partnerships and collaborations with other publishers. Imagine the power of shared content across complementary platforms, significantly expanding your audience reach and engagement potential. Your Publisher Manager at Concept X is your gateway to these opportunities, offering tailored advice and connections to ensure your videos make the biggest splash in the digital ecosystem. With Concept X, it's not just about posting content; it's about strategically placing your videos where they'll thrive.

Make your videos interactive. Encourage viewers to engage by integrating calls-to-action, enabling comments, and promoting social shares. Interaction not only boosts engagement but also provides valuable feedback for future content.

Measure, learn, and optimize. Utilize video analytics to track performance and viewer engagement. These insights are invaluable for refining your content strategy and ensuring your efforts align with audience preferences and behaviors.

Navigating the New Era: Preparing for Google Consent Mode v2.0 Deadline

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