Digital Ad Trust Switzerland with successful second year
The Digital Ad Trust Switzerland (DAT) association has been in existence for more than two years. It advocates for greater transparency in digital advertising and conducts certification programs for publishers. The second general meeting took place on May 31—with positive results.
The "young" association Digital Ad Trust Switzerland (DAT) continued its activities seamlessly in 2022. In particular, publisher certifications were renewed, quarterly reports were published, and semi-annual studies were conducted in collaboration with Zulu5.
Newsnet from Goldbach has now also been certified since December 2022. This means that the following publishers have been certified:
- 20 Minutes Advertising
- Audienzz
- Goldbach Audience
- Newsnet
- Ringier Advertising
- Teads
- Watson
In his welcome address to the General Assembly, DAT President Roland Ehrler was pleased that 90 percent of the Swiss advertising inventory is now certified. This means that advertisers are on the safe side with regard to brand safety, viewability, ad fraud and user experience.
Another milestone in 2022 was the launch of the Ambassador Program for agencies and advertisers. Through this program, participants commit to supporting the DAT initiative and booking DAT-certified inventory as a priority. In addition, they must complete online training and receive a DAT Ambassdor certificate upon successfully passing the test. As of mid-June, over 170 certificates had already been issued.
Digital Ad Trust is constantly working on further development. For example, the certification conditions have been supplemented with additional mobile formats as of July 1, 2023. In addition to the mobile rectangle, the half-page ad and the ricchi/poster ads (320 x 416/480) must now also meet the audit criteria in order to receive certification for the new year.
Furthermore, Digital Ad Trust is working intensively on additional certification for video inventory. The first publishers should be certified this year.
