New data for more precision in advertising playout

With immediate effect, the demand-side platform Splicky offers advertisers even more dynamic and precise advertising playout. This is thanks to the use of data from TX Group's data management platform "Farcaster" and Swiss mobility data from Senozon AG.

With the demand-side platform (DSP) "Splicky", advertisers book their programmatic campaigns for mobile, desktop, DOOH, CTV and digital audio in Switzerland with Goldbach. In recent months, Splicky has integrated data from the "Farcaster" data management platform, which is widely used by TX Group, as well as data from the Senozon AG mobility model into the DSP. This makes campaigns booked via Splicky even more dynamic.

Thanks to the data from Farcaster, advertisers have access to a large number of target and interest groups for precise advertising playout across the entire Goldbach inventory in the online sector. The newly integrated data from Senozon, on the other hand, will initially be used for programmatic DOOH campaigns. "With our data, we can say exactly at which hour on which day of the week a location is overperforming for a target group," says Michael Balmer, Head Models and Solutions at Senozon AG. Overperforming means that a target group, such as young people, is highly frequented at a particular location at a particular time. Senozon AG defines these target groups based on socio-demographic criteria and other information such as mobility behavior - most recently also with the daily and completely anonymized evaluation of Sunrise's mobile phone data. In an initial phase, around 250 Senozon target groups are available to Splicky users.

Looking ahead, Florian Walz, Country Director Splicky Switzerland, says: "Over the course of the year, further forms of advertising and data sources will increase the application possibilities of Splicky." An important topic in this context is the future-oriented ID solution OneID, which will enable users to optimize marketers across the board.