On Wednesday, in 40 keynotes, master classes and workshops, over 60 speakers spread across five movie theaters at the Zurich Frame shared and discussed their insights on the current and controversial topics that are moving the industry.
The numerous highlights of the programme included the award-winning Oded Lavie from Publicis Groupe, who had travelled from Israel, a statement by top German creative Terry Ellmer on dealing with culture and subculture(s) in marketing, a presentation by Isabelle Rogat (Isi) on the "Hot Sh*t", which can be used to mobilize trend cycles and the attention economy for your brand, and Dr Daniel Knapp from IAB Europe, who had joined the event from Sydney to present data and figures on the status of digital advertising.
The practical masterclasses and workshops were particularly popular this year. There were also several panels on key digital marketing topics such as retail media, sustainability and responsible media. According to the organizers, the fact that all of these topics are becoming increasingly relevant to society also underlines the importance of the conference.
"Dex has become an institution," says IAB Switzerland President Martin Radelfinger. "The only Swiss digital conference of this size and importance has become indispensable not only because of its impetus and knowledge transfer. Networking is also absolutely key: for many, Dex is the opportunity to meet colleagues, companions and friends from the industry once a year - in a setting that is as exciting as it is relaxed."
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That was DEX23: In a good-humored atmosphere, guests were able to choose from a variety of presentations in four different cinemas: The program included 10 keynotes, 12 masterclasses and 23 workshops, presented by 63 national and international industry professionals. The 700 or so visitors also appreciated the special atmosphere of the Frame for networking during breaks, lunch and aperitifs.
Marc Walder, CEO and Managing Partner of Ringier, opened the keynotes. In a thematically wide-ranging presentation, he shared his insights on the renewed AI-driven transformation of the industry's ongoing digital transformation. Two influential personalities - Bea Knecht, founder of Zattoo, and Dave Morgan, founder of Simulmedia, who had traveled from the USA - discussed current and future developments in digital TV under the direction of IAB Switzerland President Martin Radelfinger.
OneID solution
The audience eagerly awaited the program item announced as an "exclusive announcement". The DEX23 Conference was able to exclusively present the "OneID" identity initiative - a cross-marketer and cross-publisher, open market solution for digital advertising technology from Switzerland for Switzerland. The participating companies Audienzz, CH Media, GOLDBACH and Ringier Advertising presented this innovation.
As the organizer, IAB Switzerland draws a thoroughly positive balance: "DEX met with great interest again this year. The fully booked ticket contingent with a waiting list once again shows the need for up-to-date input on relevant industry topics and intensive networking," says Urs Flückiger, Managing Director of the IAB Switzerland Association.
DEX24 will take place on November 20, 2024.
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The dynamically changing digital advertising market is facing a decisive turning point. With the phasing out of third-party cookies and changing data protection regulations, the market is being forced to fundamentally rethink established practices. With the introduction of the new OneID service, marketers are therefore jointly creating a basic technology in the form of a digital advertising ID. This should enable advertisers to address Swiss users easily and without overlaps across publishers via programmatic buying platforms, which was previously only possible on the large international platforms. One specific use case, for example, is frequency capping, i.e. limiting how often a particular ad is shown to an individual user.
Secure infrastructure
OneID will help advertisers achieve their marketing goals within a trusted, transparent and secure infrastructure and is expected to be available to advertisers by the end of the first quarter of 2024. Integration into the IAB Europe Transparency and Consent Framework ensures that users retain control and transparency over their own data and its use and prevents the misuse of personal data.
For the advertising marketers Audienzz, CH Media, Goldbach and Ringier Advertising, OneID is a sign of innovation in the field of advertising technology and lays the foundation for a future-proof digital advertising infrastructure. OneID will be implemented within the existing OneLog joint venture between the publishing houses involved. OneLog already offers an SSO login solution for Swiss media. The OneID advertising ID solution is a service that is independent of the OneLog login solution. Users can use the services independently of each other. OneID is also available to all interested publishers outside the participating marketers.
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The DEX counts more than 1,000 guests. "In the last months, the whole DEX team has prepared DEX20 with great commitment. However, due to the current situation, we do not want to stick to the planned date in April, but will move the conference to November," says David Burst, President of IAB Switzerland. The concept of the Digital Experience Conference with Main Stage, Masterclasses, Workshops and the Experience Lounges will remain unchanged. The after-party will also take place as planned. Tickets already purchased will remain valid for the new date, which will be communicated shortly.
In addition to the conference, the Digital Marketing Awards ceremony will also be postponed. This year, the awards will be presented at the IAB Switzerland summer party. A date for this event will also be announced in the next few days.