Digital Ad Trust sets clear industry signals

On June 10, 2025, the fourth General Assembly of the Digital Ad Trust Switzerland (DAT) association set the course for another year of transparency, quality and brand safety. With a strong annual report for 2024 and positive developments in all core areas, DAT is underlining its role as the industry standard for digital advertising in Switzerland.

Growth in reports, academy and partners

DAT systematically expanded its quarterly reports last year. Detailed video key figures were integrated for the first time. Particularly pleasing: the visibility values in the area of video advertising increased significantly, while the ad fraud and brand safety values remained stable at a low level.

At the same time, the content of the DAT Academy, which was launched in 2023, was expanded and is now also offered in English and French in addition to German - an important step for multilingualism and reach in Switzerland.

New publishers and strengthened Ambassadors program

With the certification of SBB, DAT was able to further expand its network of certified publishers. "The continuous development of our certifications and the growing interest from the industry confirm the relevance of our work," emphasizes Roland Ehrler, President of DAT. "The continued growth in the Ambassadors program is particularly pleasing. More and more agencies are actively committed to the preferential purchasing of certified inventory and are thus helping to anchor our quality principles".

Setting the strategic course and outlook

As part of strategic review processes, the topic of made-for-advertising (MFA) websites and a possible certification for native advertising were evaluated in detail last year. The Board of Directors decided not to pursue either of these topics further at present, but is keeping the option of revisiting them at a later date open.

With a well-positioned Academy, well-founded reports and a growing community of ambassadors, DAT is optimistic about the coming months. New projects for the further development of the DAT quality framework are the focus for 2025. More about DAT at: www.digitaladtrust.ch

Association Digital Ad Trust Switzerland

The three associations IAB Switzerland Association (IAB), Leading Swiss Agencies (LSA) and Schweizer Werbe-Auftraggeberverband (SWA) have founded the Digital Ad Trust Switzerland association. This association is committed to greater transparency in digital advertising. The focus here is on certification, education and training, particularly in the areas of ad fraud, brand safety, visibility, user experience (UX) and other challenges in the Swiss digital market. The association does not pursue any commercial purposes and does not seek to make a profit.

President Roland Ehrler, Director of SWA Board of Directors Audrey Arnold (LSA), Beat Krebs (LSA), Urs Flückiger (IAB), Roger Baur (IAB), Roger Harlacher (SWA) and Roland Ehrler (SWA) Project management Daniel Hünebeck