The platform is based on first-party data collected across sites in JP/Politikens Hus.
Data is collected in accordance with the Danish Data Protection Regulation and is not shared with third parties, as data can only be activated on sites owned by JP/Politikens Hus: Jyllands-Posten.dk, Finans.dk, Ekstrabladet.dk and Politiken.dk. 

IAB Audience categories are an international standard for categorizing content, based on what the user is reading about. All articles on Ekstra Bladet, Jyllands-Posten, Finans and Politiken are categorized and divided into different cookie segments, all based on JPPOL 1st party data.
The method “reads” all articles on Ekstrabladet.dk, Jyllands-posten.dk, Finans.dk and Politiken.dk and compares with the individual IAB categories. It looks both directly for words and comparable context. A score is then assigned to indicate whether or not an item is in the given IAB category.
Therefore, based on how many articles are produced within each topic (fewer articles need to be read in a smaller area), we select a number of IAB categories that we believe the user is interested in – across all our sites.

Please Note: Only Tier 1 IAB Audience categories are shown below, Tier 2 and 3 categories are also available. Please reach out to your contact at JP/Politikens Hus for further information. 

IAB Context categories Allows you to target your campaign to the context in which news articles appear. Here you do not target the user, but the article itself, ie. all articles that has context related to cars, travel or sports. We apply machine learning to analyse all articles and categorize them according to the IAB standard. A score is then assigned, which indicates whether an article is in a context category or not. 


IAB Audience Categories
Automotive
Books and Literature
Business and Finance
Careers
Education
Events and Attractions
Family and Relationships
Fine Art
Food & Drink
Healthy Living
Hobbies & Interests
Home & Garden
Medical Health
Movies
Music and Audio
News and Politics
Personal Finance
Pets
Pop Culture
Real Estate
Science
Shopping
Sports
Style & Fashion
Technology & Computing
Television
Travel
Video Gaming
IAB Contextuel Categories
Automotive
Books and Literature
Business and Finance
Careers
Education
Events and Attractions
Family and Relationships
Fine Art
Food & Drink
Healthy Living
Hobbies & Interests
Home & Garden
Medical Health
Movies
Music and Audio
News and Politics
Personal Finance
Pets
Pop Culture
Real Estate
Science
Shopping
Sports
Style & Fashion
Technology & Computing
Television
Travel
Video Gaming