The EU’s upcoming regulation on Transparency and Targeting of Political Advertising (TTPA) introduces strict requirements for full transparency and traceability of political ads. As Google exits political advertising on September 22, 2025, publishers face a new reality: how to continue serving political ads while remaining compliant.

With potential penalties of up to 6% of annual revenue, we anticipate that other major tech platforms will follow suit. This shift leaves publishers dependent on alternative solutions outside the dominant SSPs and ad servers.

The Livewrapped Solution‍
Livewrapped already offers a robust and future-proof setup that addresses several key challenges publishers now face. Most importantly, our solution both bypasses the ad server (including GAM, Xandr, and others exiting political advertising) and ensures that bid requests contain no personal data

With Livewrapped, publishers benefit from:

• No personal data required

• No Ad Server needed

• No dedicated inventory necessary

• Full competition across all SSPs

Compliant bidder needed
While Livewrapped ensures compliance with core privacy and data-handling requirements under TTPA, additional obligations particularly around ad traceability, require a bidder specifically designed to meet them.

To comply with TTPA, the bidder must be able to identify the sender of the ad, display the campaign budget, specify the campaign period and archive the ad for a defined duration

Meeting these requirements calls for a bidder that is not only technically compliant but also prepared to adapt as regulations evolve. We expect further changes and clarifications in the months ahead, which is why we strongly recommend choosing a partner that maintains an active dialogue with industry organizations, demonstrates agility in adapting to regulatory updates and offers a reliable and transparent setup you can trust

There are a few bidders that are already able to match the requirements of the TTPA. One of them is Kobler. By working with a bidder like Kobler, in combination with Livewrapped, publishers gain a future-proof solution that aligns with both EU-level regulation and local enforcement standards.