SRF will soon show personalized advertising
In an interview in which he discussed, among other things, the joint advertising partnership with Ringier and SRG, Swisscom CEO Urs Schaeppi promised to handle customer data with care. Such data would be used only in anonymized and aggregated form.
Schaeppi told the NZZ am Sonntag that anyone who does not want to see personalized advertising - and this is a declared goal of the joint venture between the three companies - will not see it either. Swisscom will therefore not only offer such an opt-out option, but will also have its approach to data evaluation reviewed by an ethics committee. "We do not sell our customers' personal data." However, Schaeppi also pointed out in the interview that the joint venture between Swisscom, Ringier and SRG is not actually planning anything new. "When you surf the Internet, you regularly come across personalized advertising."
He countered the demands of other companies for free access to Swisscom data for everyone by saying that Swisscom is a listed company and gains the data through free competition. "Publishers such as Tamedia also have data that is suitable for advertising marketing," said Schaeppi, before asking rhetorically whether Swisscom would also receive this data free of charge. However, Schaeppi is not surprised that the Federal Competition Commission is now investigating the merger of SRG, Swisscom and Ringier in advertising marketing in detail. He would like the Competition Commission not to look to the past in its assessment, but to consider how the advertising market will function in two to three years' time.
However, the Swisscom boss is critical of those who oppose the as yet unnamed joint venture between the telecommunications group and the two media companies. Before an offer had even been made, he said, it was being opposed. "This attitude makes any innovation impossible." Because if a Swiss player does not take such a step, then someone from abroad will. (SDA)
Picture: Swisscom
