Media Focus reports programmatic and native ads
Starting next year, Media Focus will report the gross advertising volume of programmatic advertising and online native ads. Comparability with the previous year is also possible.
After intensive preparation and numerous tests, the gross advertising volume of programmatic advertising and native ads can be reported from 2023. For years, there has been a desire in the advertising market that, in addition to traditional online bookings, the programmatic advertising volume and online native ads should also be surveyed and counted as part of the digital advertising volume in the media mix. Together with the online marketers Audienzz, Goldbach, Ringier and the IAB Switzerland, a solution has been developed and successfully tested in recent months.
As a result, the data will be included in the gross advertising print statistics from 2023. To ensure comparability with 2022, the new data will be included in the media mix retroactively for 2022. "This brings us a big step closer to reality in terms of the digital share in the media mix," says Urs Flückiger, Managing Director of IAB Switzerland.
