What do advertisers really want from publishers — and why do so many budgets still flow to big tech?
In this episode of Insight Shapes News by Kilkaya, host Nils Ove Håland Riise sits down with Ann Jack, Managing Director of WPP Media Norway, to talk about what actually drives modern media buying decisions — and what publishers need to do to compete.
From clean rooms and connected TV to programmatic out-of-home and first-party data strategies, this episode unpacks what’s changed, what buyers prioritize, and how publishers can unlock more value by making it easier to buy.
🎧 Topics we cover:
Why friction-free buying is Important
The power of first-party data (and who’s using it well)
Why siloed formats and walled gardens block growth
How WPP uses AI to optimize cross-channel campaigns
What media sellers must know about Gen Z consumption habits
What media must know about Gen Z consumption habits
And why attention, attribution, and access matter more than ever
Whether you're in publishing, adtech, sales, or strategy — this is a front-row view into what the world’s biggest media buyers expect in 2025 and beyond.
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Chapters
00:00 The Shift in Media Spending
02:48 Challenges for Publishers in the Digital Age
05:57 Navigating the Media Landscape: A Personal Journey
08:53 The Consolidated Media Landscape in Norway
12:07 Attracting Advertisers: The Appeal of Big Tech
14:59 Engaging Younger Audiences: The Role of Publishers
18:05 Building Strong Partnerships with Publishers
21:07 The Importance of Trust in Media
23:59 Adapting to Changing Consumer Behavior
28:09 The Shift in Content Consumption
30:00 Evolution of Advertising Formats
32:35 Programmatic Advertising Innovations
35:15 Challenges for Publishers
39:27 Future of Media and Content Delivery
45:06 The Role of Publishers in a Changing Landscape