Smart & Global Data Resources Bring Next-Gen Privacy-Safe Targeting to the Nordics


Smart Adserver ("Smart"), the leading independent ad tech platform, and Global Data Resources ("GDR"), a global leader in ethically sourced audience data, today (24th May) announced a new partnership to bring next- generation privacy-safe targeting to the Nordics (Denmark, Finland, Norway, Sweden). 

Entering the Nordic digital landscape, where at least four different languages and cultures are at play, is not for everyone. Smart, one of global ad tech's most effective and 100% independent full-stack marketplaces, stands out with a commitment to provide both buyers and sellers with a complete offer (Adserver, SSP, DSP) to handle their advertising activities across all formats and devices, including mobile, video, and native display. Smart has recently settled in to help brands, agencies, and publishers in the Nordics ensure ad inventory quality and market transparency by integrating enriched, privacy-safe audience data from GDR

The Nordics is the fastest-growing market

Fresh numbers from the report “Online Market Statistics 2021” shows a record-high of 15% growth in digital ad revenue in Denmark compared to 2020, and both Sweden and Norway show similar double-digit growth rates in online ad revenue.

"Smart’s commitment to a better advertising landscape is adding valuable transparency to the advertising space for both publishers and buyers in the Nordics. We’re thrilled to partner with Smart and provide the Nordic marketers with efficient and non-intrusive reach of multi-level audiences," said Göran Eklöf, global partnerships director, GDR.

Identity-safe advertising is the cornerstone of next-generation ad tech, and more advertisers are testing the effectiveness of new ID-free solutions against the tried-and-true cookie. This unique partnership between Smart and Global Data Resources will help publishers to enrich their inventory with ID-free persona-segments, while allowing brands to precisely reach the audiences of their advertising campaigns.

"We’re very happy to collaborate with GDR, a trusted partner who's widely recognised for its footprint on enriched audience data in the Nordics, and to provide Nordic marketers with a 100% independent alternative to the existing targeting offerings. Together, we're fully aligned on improving transparency by allowing advertisers to take back control over their inventory and data assets," commented Pierce Cook-Anderson, managing director Northern Europe, Smart.

This partnership is a testament to how targeting in digital advertising is transitioning from tracking and storing private user data to transparent targeting with socio-demographic privacy-compliant data as the base. Reaching the right audience for the right ad campaign on the right channel is still critical - it just has to be done in a respectful and non-intrusive way. This is what Smart and GDR bring to the Nordics.