Our promise of quality to advertisers

“Our promise of quality to advertisers” denote the standards, which our advertisers can always rely on, and that we, as a publisher, we will live up to when trading with advertisers and media buyers.

With this promise we want to emphasize the transparency and openness that we have always regarded as an essential precondition for a close and trustworthy relationship with advertisers and media agencies.

Furthermore, the promise emphasizes that the choice of us as an advertising partner, in addition to ensuring quality of delivery, also reduces the risks in the choice of media.

We present edited media to our users as well as to our advertisers. This promise applies to all media brands published by JP/Politikens Hus (www.jppol.dk), including Ekstra Bladet, Politiken, Jyllands-Posten, Finans, and Jyllands-Postens Lokalaviser.


Updated on May 3, 2017

Technology and suppliers are subject to change. Therefore, contact us for an updated list of partners and suppliers.

  • 1. Brand safety

    All content is approved by professionals, and our sites are brand safe environments.

    JP/Politikens Hus is based on the principle of editorial independence and a joint demand that all content in our publications are based on facts. We enlighten citizens, so they can actively take part in the democratic society. We have proud publishing traditions, and at JP/Politikens Hus there is neither room nor a future for “fake news”.

    It is crucial to us, that the Danish citizens experience our media sites as responsible and trustworthy. In addition, content on our sites lives up to the high standards as we as a Danish publisher, are subject to the Media Liability Act1. At the same time, all media brands under JP/Politikens Hus follow the press ethical rules for good press coverage2, and we have established ethical guidelines, which is a key part in the day-to-day journalistic work in the editorial offices.

    We present edited advertising environments to our advertisers. Every piece of content in our media brands has been approved by our employees, meaning that there is human control of all the content on our platforms. When we use video content from potentially unsafe environments, such as social media, the content will be evaluated by a Journalist before being published.
    We monitor campaigns every day with a specific focus on inappropriate advertising context. Based on semantic technology, we offer personalized exclusion to advertisers, who want to avoid specific content.

    Furthermore, there are areas and sections where regular advertising as a basic rule has been turned off, so only advertisers with specific demand will be offered advertising in those sections.

    1 Media Liability Act (Medieansvarsloven)
    2 Press ethical rules for good press coverage

  • 2. Viewability and time

    Time is a prerequisite for advertising effect. We guarantee viewability and time with our users.

    Viewability and time spent on an ad is crucial to the effect of the specific impression. Therefore, JP/Politikens Hus guarantee viewable campaigns and other products, where the advertiser is guaranteed time with our users. We can also report on time spent for all campaigns.

    We can, of course, work with all levels of viewability – from IAB’s minimum standards to 100 percent viewability in desired time intervals. When doing deals that include viewability, standards from IAB will be the minimum starting point. We use MRC accredited3 technology to document and optimize viewability and time.

    3 Media Rating Council (MRC) is an American Auditing Unit whose purpose is to secure, within the media industry, valid, stable and effective cross-media audits through auditing of surveyors.

  • 3. Users

    Real, human users view our ads. We are continuously monitoring our traffic.

    Measured on time, JP/Politikens Hus’ media brands account for more than half of Denmark’s online news usage on the 20 largest Danish commercial news sites. Users spend so much time on our sites, because we provide them with relevant content. Thus, it is engaged and attentive users, who are exposed to ads on our sites.We continuously check our sites for non-human traffic and immediately exclude such traffic from our platforms, when we encounter it.

    We ensure control of the marketing of our inventory by only making it available in programmatic channels through selected ad exchanges. Also, we use the industry standard ads.txt (Authorized Digital Sellers). Here Programmatic buyers can view the Programmatic sales in real time, and which technologies JP/Politikens Hus have approved for sales distribution. This means that advertisers and media buyers always are able to verify that programmatic providers of advertising on our platforms actually have the opportunity to sell the presented advertising.

    If you buy campaign on the JP/Politikens Hus sites via channels other than those listed, JP/Politikens Hus cannot guarantee the quality and accuracy of this traffic and there is a high risk that the source is fake.

  • 4. Data

    Highest quality 1st party data – Focus on data protection and consent from users, when data is collected and used by 3rd parties.

    In an advertising market where data plays a key role, it is crucial that advertisers demand transparency, validity and quality of data. The market is flooded with large amounts of non-unique 3rd party data with low transparency and changing quality. Using such data, may mean that poor precision is purchased at high costs or that data ultimately violates the law on data protection.

    Surgical precision is achieved by using our premium audiences, which are solely based on our own 1st party data gathered across our media sites and can only be activated on our media sites. Our data can be combined with validated data from reputable 3rd party suppliers. When we use behavioral data or 3rd party data, we communicate this clearly. When JP/Politikens Hus use contractors to process data, this is always done on the basis of concluded data-processing agreements, that ensure that data is processed securely and confidentially.

    The trust our users and readers have in our media brands is the foundation of our business. Therefore, we have set comprehensive privacy policies4 for how we ensure data protection and transparency about data collection from our users.

    All 3rd parties that collect and process data on our platforms must obtain the consent of our users and comply with our data guidelines. When 3rd parties collect and process data from our sites, they are controllers and can only collect and process data based on consent, after users are informed of what data is collected about them, what data is used for and by whom5.

    JP/Politikens Hus has agreed to a common European industry standard for consent acquisition – IAB Transparency & Consent Framework – which allows these consents to be exchanged with by other players in the ad market. Ultimately to ensure that users' consent or decline can be respected throughout the digital ad economy.

    4 Privacy policy
    5 Data guidelines

  • 5. Transparency

    We use accredited 3rd party technology providers for measuring and verification. There are no hidden tech fees.

    We do not track ourselves. All digital campaign metrics are verified by accredited 3rd party technology providers, we make complete campaign reports available to our advertisers, which may be supplemented by audience reports if desired.

    Advertisers pay exclusively for the actual ad impressions delivered on campaigns delivered by JP/Politikens Hus. We make sure of that, by only using accredited 3rd party technologies.

    If a user has an ad blocker installed, the ad server will not be loaded when the page loads, so no ads will be delivered to the user, and without delivery of ads, impressions cannot be counted in campaign statistics.

    We do not charge hidden tech fees for the advertising technologies we use to sell and deliver advertising on our media sites. As an advertising buyer, you can be sure that you only pay for the impressions, that you actually receive.

    Upon the completion of campaigns, that are purchased based on a time interval – e.g. 24 hours – pricing also corresponds to the number of ad impressions you, as an advertiser, can expect to be delivered within the time period.
    We wish to deliver the highest quality in every impression, and we want to document the value of impressions on our media. Thus, we are always interested in contributing to the measuring of campaign effect.

  • 6. Independence

    We use independent and open technology, that interacts with the solutions used in the media market.

    When JP/Politikens Hus chooses technologies to support our digital ad sales, it is based on three key words: independence, transparency and flexibility.

    Just as we are independent in our journalism, we want to be independent in our choice of technology. We want technologies that facilitate our sales in the transparent way that we want to sell our products; Not technologies that act as mediators with their own interests that can conflict with our interests and the market.

    We do not submit our control to technologies, where neither we nor our customers have insights into the actual process of the ad purchase. That is why JP/Politikens Hus has chosen AppNexus as a unified technology backbone in the ad area – exactly because this platform is open, flexible and provides insight into how the algorithms that govern the outcome of the auctions in the programmatic ad sales are working.

    The goal is always, for JP/Politikens Hus, to be able to act faster, develop better products and deliver these to advertisers and media agencies based on market needs, and not be constrained by the interests of technologies and the space of possibilities. Therefore, we demand, that we have the opportunity, to build upon and further develop the technologies we choose.