Lineup is installing its AdPoint advertising sales platform at De Persgroep sites, starting with Berlingske in Copenhagen.

The major European group, which also operates in Belgium and the Netherlands, is replacing existing booking management systems across its 30 media brands. It employs more than 5000 people in three countries, with Trouw, AD, de Volskrant, Het Parool, L'Echo and Berlingske its best-known brands following recent acquisitions.

Group chief architect Stephane Jans, says the current "disparate legacy systems" were holding it back: "The agility AdPoint offers will help us ensure we are making the most out of future opportunities."

The first phase of the project is currently underway at Berlingske and will go-live during the first quarter of 2017, with the Netherlands and Belgium operations to follow.

Lineup chief executive Michael Mendoza describes the order as a "massive vote of confidence" from one of the largest publishers in Europe. "This also follows on from a number of significant client wins in the past year, including Gannett, Groupe Rossel, Russmedia, and JP/Politikens Hus."