"The accelerating digitalisation of the media landscape has released enormous forces of change in the Nordic advertising markets. The overall impression from the results of this study is that the sweeping changes digitalisation is bringing about are not just undermining the business model on which the majority of commercially financed media companies in the Nordic countries have based their journalistic operations, they are also making it more difficult for the same companies to find a sustainable business model in a digital environment. The battle for advertising revenue is now an unfair fight. Media companies at the national and local level are finding it increasingly difficult to compete with the advertising solutions that global digital actors such as Google and Facebook are bringing to the market. The latter are not just more sophisticated than the domestic alternatives, they are also significantly cheaper. The results of this study indicate unequivocally that the differences in competitiveness between Nordic and non-Nordic advertising platforms will be exacerbated as digital advertising investments grow." (Executive summary)