Tero Tiainen
VP, Commercial
ReTALE and Huutokaupat.com launch a retail media partnership
ReTALE, part of Aller Media Nordic, and Huutokaupat.com — Finland’s most exciting circular economy marketplace — are launching a retail media partnership. Together, we are bringing advertisers a new, dynamic media environment where they can reach a broad and highly active Finnish audience.
Through this collaboration, advertisers gain access to Huutokaupat.com’s engaged, purchase-ready audience — at its peak in 2025, the platform attracted over 8 million visits per month. This is an exceptionally active audience that arrives on the platform ready to make decisions — searching for vehicles, machinery, properties, summer cottages, commercial premises, and much more.
“We are thrilled to be starting this collaboration with Huutokaupat.com. Huutokaupat.com brings an exceptionally purchase-ready and engaged audience to the ReTALE Media Network, and together with their team of experts, we are building an entirely new way for advertisers to reach consumers at the moment of decision,” says Tero Tiainen, VP Commercial at ReTALE.
Why Huutokaupat.com is an exceptional media environment for advertisers
Huutokaupat.com reaches Finnish consumers and business buyers nationwide. The platform is particularly popular among men aged 35–64, with a visitor profile that skews towards families, high-income households, car and homeowners, daily consumer decision-makers, as well as managers, executives, and entrepreneurs.
What sets Huutokaupat.com apart is the intensity of commercial decision-making on the platform. Users actively track listings, compare options, and participate in real-time bidding. The auction format combines active search behaviour, decision-making, and time pressure in a way that makes the environment uniquely compelling for advertisers. At the same time, Huutokaupat.com offers advertisers a refreshingly uncluttered media environment. Ad inventory is limited, and the user experience is not built around a constant stream of advertising. This increases the attention value of each ad and helps brands stand out.
“Huutokaupat.com reaches millions of Finns every month at precisely the moment when a purchase decision is close. The excitement of the auction format and the ever-changing inventory make the platform a uniquely engaging environment for browsing, comparing, and discovering. The breadth of the offering makes Huutokaupat.com a rare and powerful media environment — one where the audience has both the purchasing power and an immediate buying intent. Through the ReTALE partnership, we are for the first time opening this audience to brands outside our platform in a systematic, measurable, and scalable way,” says Jesse Jyläs, Business Director at Huutokaupat.com.
The advertiser’s toolkit
Advertisers can enter the Huutokaupat.com media environment through native-style ad placements integrated naturally into the listing view, as well as through search advertising — reaching users at the moment when their purchase decision is closest. Advertising solutions are built on a client-by-client basis and can cover a single category or a broader packaged offering spanning the full range of Huutokaupat.com contexts — from vehicles and machinery to real estate and consumer goods.
Interested? Get in touch and let us build a tailored proposal for you.
Note: The best summer slots are being locked in now — secure yours before they’re gone.
In brief
ReTALE is part of the Nordic media group Aller Media Nordic and operates across Finland, the Nordics, and the Baltics. ReTALE’s mission is to build open retail media and a retail media network that helps advertisers achieve more effective and measurable marketing results.
Huutokaupat.com is Finland’s largest online auction platform, hosting approximately 300,000 auctions per year across categories including vehicles, machinery, real estate, and consumer goods. The excitement of the auction format and the constantly evolving inventory make the platform a uniquely compelling environment for browsing, comparing, and discovering great finds.
