10 of Finland’s largest publishers have formed a common marketplace to streamline the buying of digital advertising. The consortium, including Sanoma Corporation, Alma Media Corporation, Otavamedia, Aller Media Oy, A-lehdet Oy, MTV Oy, KSF Media, Kaleva365 Oy, Improve Media Oy and Keskisuomalainen Oyj, has selected Adform as the tech provider for the marketplace.

The marketplace is designed to enhance efficiency and transparency within the market. It will deliver a common tool that accelerates the booking and buying process. It is also designed to respond to the growing threat of large global search and social media players that have been interjecting themselves between publishers and advertisers. It enables advertisers and agencies to discover, negotiate and purchase premium publisher inventory through one unified user interface, across desktop and mobile, with availability forecasts and detailed reporting.

“A unified marketplace brings previously impossible levels of access to premium Finnish inventory and we see Adform’s technologies as a key part of that transition,” said Johanna Vartiainen, director of digital ad operations and development at Alma Media.

Adform CMO, Martin Stockfleth Larsen said the creation of the marketplace was “the first step, as technology continues to automate the buying process, bridging the gap between digital and traditional channels such as outdoor, print and TV.

“We look forward to how this will inspire other markets and believe strongly that this is a tipping point in a push back to technologies that liberate and enable instead of confine and complexify the ad buying experience,” he said.