Nordic classifieds group Vend picks Kevel to sell ads across FINN, Blocket, DBA and Tori

Vend Advertising, the ad sales arm of the Nordic classifieds group formerly known as Schibsted Marketplaces, has picked Kevel to run its advertising technology. Kevel’s ad server will sit under a single network spanning FINN in Norway, Blocket and Bytbil in Sweden, DBA and Bilbasen in Denmark, and Tori and Oikotie in Finland. The companies announced the deal on 2 November. Neither gave its value or a launch date.

What Vend is building is retail media without the retail. The marketplaces do not sell the goods listed on them, but they know what logged-in users search for, which cars they open and which flats they save. Vend calls the proposition “marketplace media” and says the network reaches “millions of logged-in users” a month across the Nordics. No more precise figure appears in the release.

Kevel, formerly Adzerk, sells an API-based ad server that companies use to build their own media networks instead of plugging in a boxed product. Vend says it chose Kevel because the platform lets it run on-site and off-site ad products from one place, and because Kevel already works with mobile.de, the German car marketplace. Kevel also points to server-to-server delivery, so ads load with the page rather than after it.

“To do this, we need to partner with the best – and that’s Kevel,” said Carl Vult von Steyern, VP Advertising at Vend Advertising. He joined the company in September 2025 from Bower, where he was chief operating officer, after more than a decade in the Schibsted group. Martin Jensen, VP of Partnerships at Kevel, called Vend’s portfolio “a network of marketplaces that millions of people across the Nordics turn to with real purchase intent, every single day”.

Schibsted Marketplaces became Vend in May 2025, after Schibsted split its news and classifieds businesses. The company is listed in Oslo and employs about 1,730 people.