Online Advertising Day: Industry experts share their knowledge

After a corona-related break in 2020, Goldbach Audience now invited to the 16th Online Advertising Day. Around 100 representatives from agencies, advertisers and publishers were present either directly on site at the Giesserei Zurich or virtually via livestream.

Tag der Online-Werbung

The event kicked off with words of welcome from Stefan Wagner, Managing Director of Goldbach Audience, followed by Alexander Horrolt, Managing Director of Goldbach Next, who acted as moderator throughout the evening.

The series of presentations was opened by Uli Hegge, Head of Privacy and SVP, CE of InfoSum, a company offering identity management and data clean room solutions throughout Europe. Hegge took the audience on a time travel through the cookie universe and highlighted the diverse history of Internet advertising in his remarks. He also shared his personal experiences on the topics of cookies and behavioral targeting.

With his presentation "OneLog: What there is to know about the single sign-on software solution", Silvano Oeschger, CEO of OneLog and Senior Product Manager Technology at TX Group, gave an in-depth insight into the joint venture between TX Group and Ringier. OneLog is to establish a common log-in technology for media companies in Switzerland. OneLog will provide users with a common, cross-site login for all news areas, but activities will not be tracked across sites. This technical solution is intended to support the participating media companies in improving the framework conditions of first party data in the context of product development and advertising purposes and to make the Swiss advertising market more attractive.

Ralf Hammerath, Managing Director of Virtual Minds, also focused on the cookie issue in his presentation "Best practices for cookieless targeting in the post-cookie era". The programmatic expert gave an outlook on the digital market in 2023, the challenges that go along with it and showed solution approaches in the cross-device area for the time after the 3rd party cookie, for example in the form of new channels, for the programmatic set-up.

Anyone who would like to review the day of online advertising again can access the recording of the livestream here.

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