Schibsted sells Meta-style AI ad optimisation with Nodals

A model trained separately for each publisher, on what that publisher knows about its own readers, scores every impression against the goal an advertiser picks, whether a click, a sale or a finished video view, Nodals’ site says. Christer Ljones, Schibsted’s director of ad data capabilities, told AdExchanger that the pitch suits brands whose Meta returns have flattened: move 10% of the Meta budget across and keep most of the conversions.

Schibsted also joined 180 other publishers in suing Meta in Norway over its planned terms, and an Oslo court froze them there. Meta has since paused that rewrite everywhere, as our guide to Meta’s generative AI ad terms records.

Meta’s own tools set the price Schibsted has to beat. Our row for Meta’s Advantage+ creative features, the generative tools that sit beside the optimisation Ljones names, finds no separate fee in Meta’s posts: advertisers pay only for the ads (posts re-read 31 October 2026, our prices).

Per-click pricing lets a brand trial Schibsted the way Ljones proposes, with 10% of its Meta budget, and compare the conversions it gets back.