At Lineup, we recognize that transforming publishers’ approaches to advertising in an increasingly digitally reliant world requires more than just technology; it demands authentic cooperation. One of our most exciting collaborations is with Integration X, a company whose history, values and focus on automation have made them a valuable partner as we help media companies navigate the industry’s constant changes.
To find out more about Integration X’s history, growth, and how our integration is creating new opportunities for publishers worldwide, we recently spoke with Jacob Salomonsen, VP of International Sales.
The journey of Integration X: from Copenhagen to the world
“Integration X is actually quite an old company,” Jacob began, tracing its roots back to 1998, when it was founded by Christian Wermuth . Since joining in 2001, Jacob has been in charge of the global sales initiative.
With offices in France and Norway and staff in Poland and Spain, Integration X, which has its headquarters in Copenhagen, Denmark, continues to grow throughout Europe. What started out as a small, Scandinavian-focused company has expanded into a genuinely global enterprise, collaborating with renowned publishers such as the Washington Post, which remains a client after many years.
“Our name, Integration X, indicates that we were, at the time of founding, a system integrator. The idea was to build solutions that could tie together the different systems publishers used,” Jacob explained.
At the core of Integration X’s mission to help media organizations work smarter, not harder, is the desire to bring disparate workflows together to build seamless processes.
Changing with the sector: From the beginnings of print to the digital-first world
Jacob gave a clear example of how Integration X adapted to the major shifts in publishing.
Their flagship product, AdPoint, was originally designed exclusively for print and automated the distribution, verification, and collection of print creatives. But as digital began to transform advertising, Integration X took a chance:
“The question of whether we could truly move that into the digital realm is not difficult to answer. And we did just that, Jacob said. We needed to understand how digital creatives operate, so we created an ecosystem that was flexible while retaining a high degree of automation.”
Adpoint is proud to be digital-first today, but it still treats print with the same diligence. Even as the ratio of digital to print continues to change, publishers can use this dual capability to manage both channels with ease, utilizing their current knowledge and preventing disruption.
This strategy is in line with Lineup’s core values of enabling publishers to update without sacrificing what still adds value.
Innovation where it counts: new media, automation, and efficiency
Our biggest takeaway from our conversation with Jacob was how Integration X continues to innovate in fields that have a direct bearing on publishers’ daily operations and financial results.
Consider their recently released X1 interface, which is a responsive, fully browser-based user experience.
“We wanted an interface that’s very modern and beautiful to look at, but also sustains how our customers actually use the system,” Jacob explained. “It helps you throughout the day, and makes those few manual tasks left even easier.”
Expanding into the management of more modern ad formats, like broadcast and CTV high-quality video ads, social media advertising, and native advertising, is the next stage for Integration X.
“We built in support so that you can throw virtually any common digital format into our system and we will manage it,” Jacob noted. Publishers can now explore new revenue streams without being constrained by their systems thanks to these updates, which is important given that audiences are dispersed across platforms.
During our conversation, it became evident that the goal of this project is not design for the sake of design, but rather to boost productivity and make automation even more accessible for the user.
The significance of our collaboration and the strength of integration
The heart of our collaboration lies in integration itself. One intriguing similarity between Integration X and Lineup Systems is that we both use Adpoint as a product. As Jacob put it:
“Planpoint, which deals with print planning, piggybacks on the technology of Adpoint. Once we have an integration, for instance, to Lineup, we can reuse that for planning. That’s not rocket science, but it’s powerful.”
When publishers use Integration X’s solutions in conjunction with Lineup’s tools, this synergy results in:
- Cost savings: automation eliminates errors and manual labor.
- Workflows that are unified: groups oversee digital and print creatives in the same space.
- Faster time to market: production isn’t halted by last-minute updates or campaign modifications.
- Systems that are prepared to manage new ad formats as they appear are said to be future-proof.
“Their advertising revenues are under a lot of pressure because they’ve got some huge competitors,” Jacob said.
“They want to cut the cost of managing advertising, and that’s given a boost to a product like Adpoint.”
Founded on common ideals: customer-driven, SaaS, and modern
It became more and more evident during our conversation that the following common values form the foundation of our partnership:
- Modern, fully SaaS solutions, no outdated legacy technology preventing clients from advancing;
- Emphasis on usability and simplifying complexity.
- A dedication to ongoing modification in response to changing publisher requirements.
Jacob did a good job of summarizing the reasons Integration X continued to invest in innovation, even in fields that some might consider niche, like classified pagination: “In some markets, classifieds are still quite a significant part of the revenue stream. So we offer that too.”
We are all about meeting publishers where they are, and helping them get to where they want to go.
Looking ahead: stronger together
It became clear to us during our conversation with Jacob that the story of Integration X is one of inventiveness and resilience. Characteristics that have defined the publishing industry overall over the previous two decades.
It is a privilege for us at Lineup to work with a company that shares our belief that automation, integration, and a steadfast commitment to the customer are the keys to the future. Together, we’re helping publishers reduce costs, streamline their operations, and create new revenue streams across all platforms, channels, and formats that the future may bring.
This partnership is a blueprint for sustainable growth in a world that is changing quickly because of its simplicity, which is fueled by deep technical innovation.
To dive deeper into Integration X, explore their website and blog. Both packed with great insights and updates.
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