NET-Metrix discontinues SMDH and realigns online research
The "Swiss Media Data Hub" project initiated jointly by Mediapulse and WEMF is discontinued.
The development project "Swiss Media Data Hub" (SMDH) was originally designed to create a central platform ("Data Hub") from which both data in the currency standard for online advertising media and for online advertising media measurement were to result. So-called donor data was also to be supplied from this system to the two currency organizations Mediapulse and WEMF for integration into convergent (cross-media) evaluation systems. Data collection was launched in the middle of last year (Werbewoche.ch reported).
Over the course of the last few months, it became clear that the overall solution envisaged together with the partner companies was not feasible due to the high level of complexity, according to the press release. In particular, building a pure software panel with the required mass and quality was too big a challenge. After evaluating other solutions, which would have led to disproportionately high costs, the NET-Metrix Board of Directors has decided to discontinue the SMDH project with immediate effect.
In a next step, NET-Metrix will evaluate how a modified approach can address the needs of the online market with reasonable effort.
The Swiss Media Data Hub (SMDH) was a development project of NET-Metrix - the independent Swiss authority for Internet usage research. NET-Metrix is supported by Mediapulse and WEMF as well as the interest groups AGFS (Arbeitsgemeinschaft Fernsehwerbung Schweiz), IAB Switzerland (International Advertising Bureau Switzerland Association), IGEM (Interessengemeinschaft Elektronische Medien), LSA (Leading Swiss Agencies) and SWA (Schweizer Werbe-Auftraggeberverband). The SMDH was geared to the conception, launch and operation of a new online research in Switzerland, which, in the sense of an overall system, is capable of recording relevant key data both on the use of online offers and on the success of online advertising campaigns, in order to make the data thus obtained available to the media and advertising market as a common online currency for advertising media and advertising media incl. streaming.
