With immediate effect, the demand-side platform Splicky offers advertisers an even more dynamic and precise ad delivery. This is thanks to the use of Data from the Data management platform “Farcaster” of the TX Group 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 with Goldbach in Switzerland. In recent months, Splicky has integrated both Data from the Data management platform “Farcaster,” which is widely used by TX Group, and Data from the mobility model of Senozon AG into the DSP. This makes campaigns booked via Splicky even more dynamic.

Thanks to the Data from Farcaster, advertisers have access to a wide range of Target groups and interest groups for precise ad delivery 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, it is possible to say exactly at what hour on which day of the week a location overperforms for a Target group,” says Michael Balmer, Head Models and Solutions at Senozon AG. Overperforms means that the incidence of a Target group, such as young people, is high at the corresponding time at the corresponding location. 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 mobile phone Data from Sunrise. In an initial phase, Splicky users will have access to around 250 Senozon Target groups.

Looking ahead, Florian Walz, Country Director Splicky Switzerland, says: “In the course of the year, further Advertising Formats and Data sources will increase the application possibilities of Splicky.” An important topic in this context is the forward-looking ID solution OneID, which will enable users to optimize across marketers.