First "Programmatic Advertising Day" in Switzerland

The topic of programmatic advertising struck a chord with the times, as evidenced by the large number of visitors. The four association organizers drew an extremely positive conclusion and are looking forward to continuing the event next year. The organizers welcomed over 250 participants to Zurich's Volkshaus for a day of intensive discussion on the topic of programmatic advertising. Representatives from advertising clients, agencies and publishers accepted the invitation from the digital marketing association IAB Switzerland, the electronic media interest group IGEM, the association of Switzerland's leading communication agencies Leading Swiss Agencies and the Swiss Advertising Client Association SWA.

Numerous presentations by speakers from Switzerland and abroad highlighted various aspects of the already booming business of data-based advertising delivery (Nicolas Clasen, Digicas) as well as strategic and technical challenges for brands (Perijn Hoefsloot, UPC Cablecom), premium publishers (Rui de Freitas, Tamedia) and agencies (Philipp Semmler, Mediaschneider AG). In addition to the special features and "maturity level" of the Swiss advertising market (Roger Baur, Netprofit), the effects of data-driven advertising for publishers were highlighted (Jochen Witte, Stailamedia) and the consequences of data leakage for programmatic buying analyzed (Siamac Alexander Rahnavard, Cadreon). A concluding panel discussion was dedicated to the handling of data and brand safety.

The first Programmatic Advertising Day in Switzerland demonstrated the great interest of all players in the Swiss advertising market in the topic. Even if there is still a certain amount of uncertainty in dealing with programmatic advertising and a need for development compared to other countries, Switzerland is now well positioned. For Roland Ehrler, Director of SWA, programmatic offers many opportunities, but still needs to become more of a focus for advertising clients.

"The sensationally well-attended event showed us that the Swiss advertising industry is ready for the next step and is looking full steam ahead into the future of programmatic advertising," summarized Roger Baur, Managing Director of IAB Switzerland. Ueli Custer, Managing Director of IGEM, has a similar view: "The Programmatic Advertising Day 2015 provided me with interesting insights and knowledge about this market. In my view, a repeat next year is absolutely essential!" "With programmatic advertising, the associations succeeded at yesterday's event in giving advertising clients, publishers and communication and media agencies a common understanding of a very complex topic and creating a platform in this form for exchanging expertise for the first time," says Catherine Purgly, Managing Director of Leading Swiss Agencies.

Information on the Programmatic Advertising Day can be found at Programmatic-switzerland.ch can be viewed.