With OneDSP, a new programmatic booking platform is now available to the Swiss advertising market. The joint initiative of leading publishers CH Media, NZZ, Ringier and TX Group as well as their marketers 20 Minuten, audienzz, CH Media, Goldbach and Ringier Advertising enables advertisers to reach Swiss target groups efficiently, in compliance with data protection standards and without overlaps across the premium inventory of all relevant publishers. This creates a central, transparent and independent alternative to international tech platforms.
Current PwC study confirms need for new solutions
A recent PwC study commissioned by the publishers’ association SCHWEIZER MEDIEN confirms the urgent need for such a solution. According to the study, media consumption in Switzerland is increasingly shifting to digital formats, while advertising budgets are flowing more strongly to international platforms. At the same time, advertisers place great value on credible, transparent and secure advertising environments: 85% consider the credibility of the publisher to be very relevant, 82% the reach, and 81% the quality of the advertising environment. The study also shows that while social media attracts high budgets, its advertising effectiveness is viewed critically. By contrast, journalistic media demonstrably deliver higher advertising recall and a trustworthy environment.
OneDSP bundles the digital advertising inventory of more than 40 leading Swiss media brands such as 20 Minuten, Blick, NZZ, Tages-Anzeiger and watson. This makes it possible to reach more than 4 million unique users, of which 1.5 million are directly addressable and overlap-free thanks to the integration of the Swiss ID solution OneID, which is being continuously expanded. This ID solution, which has been in place since June 2024, has established itself as a central foundation for secure, cross-platform user identification. OneDSP makes this reach easy and efficient to book.
Technological foundation for the future
Technologically, OneDSP is based on Adform’s proven demand-side platform (DSP) infrastructure, as well as on the Publisher Audience Platform and Decentriq’s data clean-room solutions. This enables innovative, cookieless targeting with first-party data, 100% compliant with GDPR and Swiss data protection law.
The advantages of OneDSP at a glance:
- Centralized access: Premium inventory of all relevant Swiss publishers with over 4 million unique users
- Direct addressable reach: 1.5 million overlap-free users via OneID
- Professional technology: DSP powered by Adform and secure data clean rooms by Decentriq
- Data protection & Swissness: Full compliance with GDPR and Swiss data protection law, Swiss data sovereignty
- Efficiency & transparency: One contract, one invoice, one access – simple and transparent processing
- Innovative targeting: Precise targeting through OneID integration and CRM data
Brand safety & quality: Maximum visibility, protection against ad fraud and premium environments - Future-proof: Cookieless-ready and continuously evolving platform
- Cost & performance benefits: Low technology costs combined with higher media performance on Swiss publishers
Silvano Oeschger, CEO of OneLog: “Many advertisers are looking for an alternative to international platforms – independent, transparent, and with Swiss data sovereignty. And that is exactly what OneDSP offers: reach, brand safety and control remain in Switzerland.”
OneDSP is aimed at media agencies and direct clients who want to book Swiss reach efficiently, securely and transparently. The platform offers both self-service and booking through selected partner agencies.
Vanessa Habisreutinger of Sir Mary MEDIA: “OneDSP is a milestone for the Swiss advertising industry. It enables us to reach our target groups across all major publishers – targeted, efficient and in full compliance with data protection – while retaining full control over our budgets and data.”
Further information can be found on the OneDSP website: www.onedsp.digital
Contact OneDSP: Silvano Oeschger, [email protected]