At Púls, we continue to develop new solutions in advertising technology. Now, media outlets can offer so-called fallback placements in the Ad Market.

Advertisers can choose to purchase placements at a discounted rate that only appear if the ad slot is not sold out. Other placements always take priority, but of course, you only pay for fallback placements that actually appear.

This is similar to online ad buying known as "bidding," but the setup is simpler with only two categories of placements: traditional dominant placements and fallback placements.

With this, we hope media outlets can reduce wasted ad space and fully utilize all placements, benefiting both advertisers and media outlets. Initially, fallback placements can be purchased on Vísir, Púlsinn, and Lumman. More media outlets will be available soon.