How we show and measure ads

A detailed guide to the ads you see on Schibsted services


Advertisers deliver advertisements in the form of banners or videos on Schibsted websites and apps either by negotiation and agreement with Schibsted, or by buying advertising space through automated technological platforms.

Measuring Advertising

The delivery of ads and reporting of advertising performance across Schibsted websites and apps requires the use of online identifiers from cookies or advertising IDs. We use online identifiers such as cookies or advertising IDs to estimate the number of people a particular advertisement has potentially reached. These numbers are used for ad reports and billing purposes. Tracking the number of times an advertisement has potentially been viewed and engaged with also helps judge whether the advertising campaign is working or not.

Advertising viewability is a measure of how often an online display ad has the opportunity to be seen on the device screen. 

We measure the viewability rates of advertising campaigns and ad placements to:

  • help improve the value of ads for advertisers
  • review user engagement on our websites and apps

Delivering Advertising

Advertisers have flexibility in how they purchase advertising on Schibsted websites and apps. Most advertising campaigns are a direct commitment from an advertiser or their agency with us in order to run a campaign on a site or app for a specific amount of time. Advertisers also have the option to buy and deliver advertising through automated advertising platforms.

Buying advertising space through automated advertising platforms refers to the digital auction system used to match up available advertising opportunities with interested advertisers; this is also known as real-time bidding. Ad buyers are able to bid in real time for the opportunity to show an online advertisement when a web page is loaded or an app is used. The winning bidder gets to show its ad.

Real-time-bid advertising is facilitated by the submission of bid requests and bid responses between buyers and Schibsted. Bid requests usually contain a cookie ID or mobile advertising ID alongside information such as the IP address, type of impression (banner, audio, video), format, app, website, device, and so on. Real-time bidding makes use of cookie-syncing between selected automated advertising platforms to help advertisers buy ads in more than one place. This enables the platforms to match a supplier’s cookie ID to a buyer’s cookie ID.

Optimizing Advertising

Our ability to measure and optimise advertising allows us to create a positive advertising experience on our websites and sites. Ad message frequency is a very important part of this, as it determines the number of times a person is potentially exposed to the same advertisement.

We are sensitive to our users’ experience and regularly adjust our advertising in response to feedback.

Preventing Advertising Fraud

Fraudulent advertising activity is defined as the manipulation of advertising delivery, such as ad-impression measurements being incremented inappropriately because the ads are viewed by bot-controlled, non-human browsers.

For the purpose of identifying and preventing online advertising fraud, we process information collected in conjunction with the delivery of advertising to an app or website. This includes information about the browser accessing the page, such as the IP address, browser type, user agent, referring URL, information about the page where an ad was displayed, the dimensions and location of the ad, and generalised user interaction data.

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