Nordic Adtech Case Study: Amedia's Julian Gamman

Here we speak to Julian Gamman, Head of Programmatic at Amedia, to discuss how Netric - in partnership with Livewrapped - supports one of Norway’s largest news publishers with a complex multi-publisher system, and as they navigate shifts in regulation and technology.

Welcome Julian! Tell us a little about Amedia.

Julian Gamman: Amedia is Norway’s second-largest news publisher, and the largest in local news. We operate more than 130 newspapers across the country - from the very south to the far north - to ensure every community has a trusted source of local reporting. Our mission is to give people the facts that shape their everyday lives, and protect democratic discourse regionally just as much as we do nationally.

We have grown both organically and through acquisitions, adding smaller titles where coverage was once thin, and building a portfolio that spans everything from national reach to hyperlocal focus. 

On the digital side, we’re proud to say a high proportion of our page views (over 80%) comes from logged-in users. A lot of this is down to the effort we have put in over the last decade to convert our loyal print audience into digital subscribers.

How long have you been partnering with Netric?

JG: I’ve been here nearly five years, and Netric was already a day-to-day counterpart for our team when I joined. That continuity matters, because it means they understand our business, our cadence, and the nuances of the Norwegian market. 

It’s a very hands-on relationship; we have weekly check-ins plus a Slack channel that’s always open for queries. That rhythm has created trust, but has also significantly reduced the time between raising an issue and getting it fixed.

What does Netric bring to the table that other partners don’t?

JG: What Netric does is close the gap between global technology and local execution. As an SSP, Index Exchange is a key partner for us, but having access to the platform via Netric - who live and breathe the Nordic market - means we get world-class tech layered with regional expertise. They act as a translator between global supply-side partners and the reality of the Norwegian market, giving us quick, localised guidance when something changes in the wider ecosystem.

They also assist with day-to-day operations when needed. This includes setting up new sites and deals, keeping our header bidding environment clean and correctly mapped across properties, and flagging performance drops or anomalies early. 

How has Netric supported you with specific issues?

JG: First, we needed to scrub and scale our data. As you can imagine, managing 130 sites, each with unique placement IDs, invites a lot of complexity. Netric, together with Livewrapped, helped correct mis-mapped IDs and generally modernise our header bidding setup. 

When the IAB’s Transparency and Consent Framework (TCF) came into play, it fundamentally changed how data could flow across our ecosystem, and we deliberately reduced our reliance on data sharing. That shift meant we needed to diversify and reinforce our programmatic stack so that we weren’t so heavily reliant on our ad server.

Around 30-40% of our ad revenue comes from programmatic, so it’s crucial we have a robust header bidding set-up to fill our inventory as smoothly as possible. Netric supported us through the transition, helping us move from our legacy infrastructure to a more resilient Prebid architecture - from configuration through to testing and measurement. 

Another major step was in first-party identity and deals. With a high proportion of logged-in traffic via our aID system, we wanted to enable programmatic buyers to access our first-party audiences beyond AdX. Netric and Livewrapped helped us rewire those signals, so we could package and transact across multiple SSPs and DSPs. That opened up more routes to demand, thus spreading the risk. 

How has campaign performance improved since working with Netric?

JG: Our header bidding revenue has grown by 148% since 2023 due to our strategic focus on moving clients into the header bidding setup and the TCF implementation in Norway. Netric and Livewrapped played a key role in this, providing us with the essential support and technology to make these changes and navigate the regulatory challenges effectively. 

Meanwhile, in 2023, header bidding accounted for between 7% and 15% of total revenue, while in 2025 it represented between 18% and 33%.

In terms of share of total impressions, header bidding has increased 159% over just two years. As a result, we now have a much more powerful and sustainable programmatic business than we could have hoped for.

Two things we track closely are revenue mix and price integrity. Since deepening our header bidding setup with Netric, we have seen healthier competition in the auction, steadier CPMs, and fewer delivery shocks when market conditions change. Diversification has given us room to manoeuvre: if one pathway dips, we can lean on others and protect outcomes. 

So our experience with Netric is not just performance gains, but having a predictable and resilient programmatic engine - and the confidence that our setup will perform under pressure.

If you’re looking to diversify your programmatic income, unlock first-party deals, and protect CPMs as inventory scales, let’s talk. Contact our team at netricsales.com/contact to build a roadmap you can execute.