Advertisers worldwide are investing more and more advertising money in digital channels. In the process, clients, agencies, publishers and marketers are facing a variety of challenges along the digital value chain, the associations wrote in a statement on Friday.
For this reason, the IAB Switzerland Association IAB and the Swiss Advertisers Association SWA launched a so-called "transparency initiative" for Switzerland two years ago. Within the framework of this initiative, various measures have been implemented to date (Werbewoche.ch reported). This included the disclosure of visibility values and unwanted traffic (ad fraud), a brand safety report and the publication of white papers. The agency association Swiss Leading Agencies LSA has also been supporting this initiative for a year.
Now the three associations have launched the association "Digital Ad Trust Switzerland" at the beginning of February, giving the joint transparency initiative a new name and its own legal form. Digital Ad Trust Switzerland is intended to ensure greater transparency and security in digital advertising. According to the associations, this year publishers with Swiss inventory will be given the opportunity to certify their advertising inventory with the new "Digital Ad Trust" label. Such certified publishers would guarantee their clients and agencies a high-quality inventory with maximum security.
Marketers such as Audienzz, Goldbach and Ringier Advertising have already confirmed their participation. The label is open to all publishers with Swiss traffic and can be acquired for the areas of visibility, ad fraud, brand safety and user experience.
The first president of Digital Ad Trust is Roland Ehrler, Director of the SWA. The board includes two representatives from each of the three associations: Catherine Purgly (LSA), Beat Krebs (LSA), Urs Flückiger (IAB), Roger Baur (IAB) and Roger Harlacher (SWA).