OneID: New digital advertising technology initiative
At the DEX Conference, the Swiss publishing houses and their marketers audienzz, CH Media, Goldbach and Ringier Advertising introduced a joint future-oriented ID solution for digital advertising in Switzerland.
The dynamic digital advertising market is facing a decisive turning point. With the expiry of third-party cookies and changing data protection rules, the market is being forced to fundamentally rethink established practices.
With the launch of the new OneID service, marketers are working together to create a basic technology in the form of a digital advertising ID. This will enable advertisers to address Swiss users across publishers over programmatic shopping platforms easily and with no overlaps, which was previously possible only on major international platforms. For example, one application is frequency capping, where a limit is placed on how often a certain ad is shown to a single user.
OneID helps advertising clients accomplish their marketing goals within a trustworthy, transparent and secure infrastructure, and is set to launch for advertising clients at the end of the first quarter of 2024. Integration into the transparency and consent framework of IAB Europe, ensures that users retain control and transparency over their data and its use, which prevents the misuse of personal data.
With OneID, the advertising marketers audienzz, CH Media, Goldbach and Ringier Advertising are paving the way for innovation in advertising technology and laying the foundation of future-proof digital advertising infrastructure. OneID will be implemented within OneLog, the existing joint venture between the participating publishing houses. OneLog already provides a single sign-on solution for Swiss media. The advertising ID solution OneID is a service independent of the OneLog sign-on solution. Users can use each service independently. OneID is also available to any interested publisher outside the participating marketers.
Remo Baumeler, Managing Director audienzz: “The technological challenges of digital marketing are becoming increasingly larger. Working together in areas where we can achieve more together makes absolute sense and creates tremendous opportunities.”
Tarkan Özküp, Chief Commercial Officer CH Media: “Together, we are delivering a solution that will enable our customers to reach more than three million users. That is a considerable added value, as advertisers will be able to reach their campaign objectives even more effectively on our services.”
Michi Frank, CEO Goldbach Group: “Aside from the advertising goals of our customers, the security standards of our publishers’ users are a priority. I am pleased that we have found a way to accommodate this in OneID.”
Thomas Passen, Managing Director Ringier Advertising: “We are proud to provide OneID, a digital service for all advertising clients, which is available to all providers of premium content and enables them to further increase the relevance of their advertising inventory. From Switzerland, for Switzerland.”
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