OneDSP – the highest quality websites in one booking platform

The Swiss media companies TX Group, Ringier, NZZ and CH Media have discontinued the project of a joint login (OneLog). But where one door closes, another opens: The alliance is now fully focused 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 help shape the platform and what added value it offers to advertising clients, agencies and partners.

Sanja, can you explain why the end of OneLog does not result in any loss of Reach? It’s very simple: the joint Advertising ecosystem of the Swiss media companies functions independently of the login technology. OneID and the OneDSP booking platform are not affected by the discontinuation. For these offers, email addresses can be processed independently of the login technology used in each case. Therefore, we do not expect any losses in Reach. The 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 is the strategic importance of this for Goldbach? We are faced with the challenge that market budgets are migrating abroad. Our primary goal is therefore to keep as much budget as possible in Switzerland and invest it in qualitative Swiss media. However, a fragmented media landscape makes campaign management difficult and drives up AdTech costs. Only if all Swiss publishers act as a unit can we stand up to the international giants, create transparency and minimise wastage.

And how does it complement your existing digital offering, especially in terms of first-party Data and campaign management? For us, quality comes before pure Reach. We have our Data audited annually by the WEMF and pay strict attention to quality factors such as Ad Fraud Prevention and Viewability – this is a decisive advantage compared to many international players. This is precisely where OneDSP plays an important role: only publishers who are «Digital Ad Trust»-certified can participate. That is 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.