OneDSP – the highest quality websites in a booking platform.

Swiss media companies TX Group, Ringier, NZZ and CH Media have discontinued their joint login project (OneLog). But where one door closes, another opens: the alliance is now focusing fully on building an independent, data protection-compliant advertising ecosystem.

Strategically, reach and targeting are decoupled from the login service, which is why the end of OneLog does not mean any loss of reach. On the contrary: OneDSP promises transparency, quality and Swiss data sovereignty. Sanja Ruggiero, Sales Director/Deputy Managing Director at Goldbach Audience, explains how we are helping to shape the platform and what added value it offers advertisers, agencies and partners.

Sanja, can you explain why the end of OneLog will not result in any loss of reach? It’s quite simple: the joint advertising ecosystem of Swiss media companies operates independently of login technology. OneID and the OneDSP booking platform are not affected by the discontinuation. For these services, email addresses can be processed independently of the login technology used. We therefore do not expect any loss of reach. Media companies are using the new situation to further develop this robust, independent system even more consistently.

Goldbach Audience is part of the OneDSP initiative. What strategic significance does this have for Goldbach? We are facing the challenge of market budgets migrating abroad. Our primary goal is therefore to keep as much budget as possible in Switzerland and invest in high-quality Swiss media. However, a fragmented media landscape makes campaign management difficult and drives up AdTech costs. Only if all Swiss publishers act as one can we compete with the international giants, create transparency and minimise wastage.

And how does it complement your existing digital offering, particularly in terms of first-party data and campaign management? For us, quality comes before pure reach. We have our data audited annually by WEMF and pay close attention to quality factors such as ad fraud prevention and viewability – this is a decisive advantage over many international players. This is exactly where OneDSP plays an important role: only publishers who are ‘Digital Ad Trust’ certified can participate. That’s why we can recommend OneDSP to our customers with a clear conscience.

OneDSP is now completely independent of the login solution. What will be the decisive competitive advantages over global booking platforms in the future? OneDSP is the data protection-compliant, transparent and service-oriented alternative to the global giants. We bundle high-quality Swiss premium inventory for high reach and offer end-to-end campaign optimisation in an absolutely brand-safe environment.