PAD25: New impetus for media trading

The Swiss Programmatic Advertising Day (PAD25) organized by IAB Switzerland can be considered another success in the series of IAB events. The half-day conference attracted numerous national and international experts and provided a platform for stimulating discussions, valuable insights and in-depth exchanges on the future of media trading. It was hosted by Martin Radelfinger, President of the IAB Switzerland Association, and Urs Flückiger, Managing Director of IAB Switzerland. The conference was organized by the IAB Programmatic Working Group, namely its co-leaders Timm Bernhardt and Dominik Steiner, and took place at Google's premises on Europaallee.

According to Flückiger, the event confirms the IAB's claim to be not only a source of inspiration, but also a strategic sparring partner for the industry: "This is precisely where we at IAB Switzerland as an industry association see the focus and reward of our work: giving our members and conference participants inspiration and encouragement to develop innovative approaches for their own strategies."

New requirements for planning and control

The expert contributions made it clear that programmatic advertising is in a phase of structural development. In addition to traditional display formats, media such as digital out-of-home (DOOH), connected TV (CTV) and audio are increasingly coming into focus. The integration of these channels increases reach - but also complexity.

The discussions showed that the initial enthusiasm for a complete programmatic approach has become more professional. Today, the focus is on questions of efficiency, scalability and relevance - also taking into account the technology and service costs for publishers, agencies and advertising customers.

Artificial intelligence at the center of the strategic debate

A dominant topic was the influence of AI and machine learning. While these technologies have long been part of programmatic systems - for example in auction algorithms - generative AI opens up new perspectives. Some panelists outlined a scenario in which advertisers will only define the budget and target group in future, while AI-supported platforms will make all other decisions - from creation and targeting to playout. At the same time, the critical view of loss of control, responsibility and transparency was emphasized.

Scott Sheffer from Google emphasized that the entire ecosystem is at another turning point - triggered by the increasing fusion of machine learning, automation and creative intelligence.

Identity management in transition

The changed data protection landscape, in particular the elimination of third-party cookies, is forcing market participants to realign their data strategies. First-party data, alternative identity solutions such as Swiss One ID and data clean rooms are becoming increasingly important. The latter make it possible to analyze data in a legally compliant manner and use it in campaigns without sharing sensitive user data directly.

At the same time, it was emphasized that user behaviour - i.e. the conscious choice of content - determines the most effective targeting. According to Google, it is investing in technologies that address precisely this interface and focus on intent-based signals.

CTV and DOOH with strategic potential

Both connected TV and digital out-of-home are seen as key growth areas. Precise targeting, co-viewing effects and the shift in budgets away from linear television are identified as drivers for CTV. New advertising formats such as interactive or shoppable ads are also on the horizon.

In the DOOH sector, the flexibility and the possibility of triggering dynamic campaigns with real-time data (e.g. weather, pollen count, sports results) are particularly impressive. The technical implementation of such concepts remains challenging - but the creative diversity of the channel was emphasized several times. Regulatory restrictions, such as political initiatives against outdoor advertising in urban areas, were discussed critically.

Security issues and fraud prevention

Ad fraud and brand safety remain current challenges. The discussions showed that fraudulent methods are becoming increasingly sophisticated - from ad stacking to the manipulation of user interactions. This makes protected environments, transparent deals and the use of specialized partners all the more important. AI-supported tools that learn brand-specific security requirements and implement them automatically are gaining acceptance.

Open Internet and new platform models

The debate between the open web and walled gardens was conducted in a differentiated manner. While closed platforms promise efficiency and scaling, representatives of the open web emphasize its transparency, measurability and quality diversity. Newly discussed approaches such as "community gardens" offer flexible middle ground in which first-party data remains usable within controlled systems without completely foregoing openness.

Sustainability becomes a decision-making factor

The question of whether programmatic advertising can be designed sustainably was not answered conclusively - but was the subject of lively discussion. According to several voices, fewer but more relevant placements, a leaner supply chain and conscious use of media can contribute to reducing emissions. Some agencies are already focusing on "clean" routes to premium inventory, in which environmental aspects play a role alongside brand safety.

Conclusion: Quality through exchange and cooperation

PAD25 has shown that the programmatic industry in Switzerland is ready to readjust its strategies - with a view to efficiency, ethics and technological progress. The event underlined the importance of dialog: between disciplines, between providers and customers, but also between the drive for innovation and pragmatism. The vision of a quality-oriented Swiss marketplace, characterized by cooperation, is becoming more tangible - if exchange and transparency remain the focus. IAB Switzerland makes an important contribution here.