Programmatic high on brands’ agenda in Norway

2016 was a very challenging year for the industry. Ad fraud, ad blocking, lack of transparency, a leaking programmatic value chain, brand safety and fake news have become everyday challenges for brand owners. The Norwegian Association of Advertisers (ANFO) aims to educate its members and the rest of the industry on these issues by setting up initiatives like the annual ADTECH: Programmatisk conference.

This year’s event in June brought together about 500 Norwegian industry leaders in Oslo and is part of ANFO’s umbrella concept “Adtech”. Launched two years ago, the initiative is designed to help brand owners and the industry at large to understand programmatic buying and keep on top of recent developments.

The speaker line-up featured 20 digital and programmatic experts from Norway and beyond. Speakers included Christoffer Nøkleby, Senior Manager – Digital Transformation at Accenture Interactive, who shared insights on how brands can drive growth and value through personalisation, and Hossein Houssaini, Global Head of Programmatic at Havas, with tips on how brands can reinvent their media buying activity.



ANFO also presented the findings of their annual survey on the current challenges faced by Norwegian advertisers. They found that brand safety and transparency are the key challenges, with ad fraud, privacy and programmatic also being top of mind.

“Advertisers are still struggling with these issues but it seems like things are moving in the right direction, especially when we look at the relationship between brand owners and media agencies. To say it bluntly, there is less distrust, but we still have a long way to go”, said Jan Morten Drange, ANFO CEO.

Another ADTECH: Programmatisk conference will be organised on 26 October.

For more information, visit the event page or contact ANFO.