The Swiss publishers and their marketers audienzz, CH Media, Goldbach and Ringier Advertising presented a joint, forward-looking ID solution for digital Advertising in Switzerland today at the DEX Conference.

The dynamically changing digital Advertising market is facing a decisive turning point. With the expiration of third-party cookies and changing data protection regulations, the market is forced to fundamentally rethink established practices.

With the introduction of the new service OneID, the marketers are jointly creating a basic technology in the form of a digital Advertising ID. This enables advertisers to address Swiss users across publishers via programmatic purchasing platforms easily and without overlaps, which was previously only possible on the large international platforms. A specific use case is, for example, frequency capping, i.e. limiting how often a specific ad is displayed to a single user.

OneID supports advertising clients in achieving their marketing goals within a trustworthy, transparent, and secure infrastructure and is scheduled to be available to advertising clients by the end of the first quarter of 2024. Through integration into the Transparency and Consent Framework of IAB Europe, it is ensured that users retain control and transparency over their own data and its use, and that misuse of personal data is prevented.

With OneID, the advertising marketers audienzz, CH Media, Goldbach, Ringier Advertising are setting an example for innovation in the field of Advertising technology and laying the foundation for a sustainable digital Advertising infrastructure. OneID is being implemented within the OneLog joint venture, which already exists between the participating publishing houses. OneLog already offers an SSO login solution for Swiss media. The Advertising ID solution OneID is a service independent of the OneLog login solution. Users can use the services independently of each other. OneID is available to all interested publishers, including those outside the participating marketers.

Remo Baumeler, Managing Director of audienzz: “The technological challenges in digital marketing are constantly growing. Collaboration in areas where you can achieve more together makes perfect sense and offers great opportunities.”

Tarkan Özküp, Chief Commercial Officer of CH Media: “Together, we provide our customers with a solution that can reach over three million users. This is a great added value, because it enables advertisers to achieve their campaign goals even better on our offerings.”

Michi Frank, CEO Goldbach Group: “In addition to the advertising goals of our customers, the security standards of the users of our publishers are central to us. I am glad that with OneID we have found a way that can also achieve this.”

Thomas Passen, Managing Director Ringier Advertising: “We are pleased to be able to offer with OneID a digital service offering for all advertising clients that is open to all providers of premium content and offers the possibility of further increasing the relevance of their advertising inventory. From Switzerland, for Switzerland.”