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Erik Bugge started their work experience in 1997 as a journalist at TDN Dagens Næringsliv Nyhetsbyrå. In 1999, they went on to found Kobler, initially a media surveillance company that later evolved into a search company. Eventually, Kobler ventured into the online advertising field, introducing a groundbreaking approach to making display advertising more relevant.

Erik Bugge received a Master of Engineering (M.Eng.) degree in Engineering Cybernetics from the Norwegian University of Science and Technology (NTNU) from 1994 to 1999.