This document discusses the changing landscape for Nordic publishers. It describes how sell-side platforms (SSPs) are optimizing publishers' unsold inventory to increase yields by integrating with ad networks, exchanges, and third-party sources. Demand-side platforms (DSPs) allow advertisers and agencies to make cheaper media buys through behavioral targeting technologies. While data sharing can increase profits, publishers must establish the value of their user data and maintain control over it to avoid being exploited by advertisers and agencies who now have new tools at their disposal. Publishers are advised to focus on their users and charge advertisers based on user behaviors and engagement.