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Display delivery statistics: integration of “display
programmatic” and “display native advertising” data

We are delighted to announce that under the current contract, the delivery statistics data will be retrospectively supplemented with “display programmatic” and “display native advertising” data for 2022. This represents an increase of 30% for 2022.

In conjunction with major marketers Goldbach, Ringier Advertising and Audienzz and digital industry association IAB Switzerland, we have made huge efforts over recent months to include the gross advertising volume of programmatically booked display and native campaigns in our advertising pressure statistics.

When it comes to display advertising, we fundamentally differentiate between “display delivery statistics” and “display crawlers”.

In the case of the “display delivery statistics”, advertising-related data such as customer, product and gross advertising volume are supplied by the respective marketers or websites. Direct and programmatic bookings can be distinguished based on the form of advertising. The disadvantage of this method is that no online advertising material (creations) can be supplied. Such material is placed directly on the marketer’s or site operator’s website by the media agency’s central ad management tool. Due to the type of booking, online marketers can sometimes only deliver the digital data in aggregated form. This means that for around 50% of programmatic bookings, it is not possible for us to allocate data in terms of advertising customer, product group, product segment or product because this information is missing. For this reason, such data within the media mix should only be viewed at overall market level.

With the “display crawler”, websites are searched for advertising material by means of crawling, regardless of the type of booking. The creations are saved and used for coding (products, advertisers, etc.). The disadvantage of this method is that the booked gross advertising volume has to be calculated using a formula, since data cannot be compared directly with deliveries. The calculated advertising spend cannot be compared directly with campaigns. The spend calculation is continuously compared with the prices and conventions available on the market. The crawling process does not allow for recognition of the booking type (programmatic, direct, network).

Below is an overview of the different features of the two forms:

This is based on the fact that the same procedure is used for all market partners, and is therefore valid. The data are always representative.

If you want to exclude programmatic data from the display delivery statistics, you can do this simply via the advertising form.

This excludes all forms of advertising ending in “programmatic” (see image).

The data for the digital advertising pressure in SEA and Display could not be recorded in full due to delayed processing at the end of the year by the suppliers. When the February data are finalized in March, these data will be recorded retrospectively and made available. The media mix and multi-year comparison will be adjusted accordingly. The display data will again increase slightly due to the additional integrated data for programmatic advertising. The search figures will be below the previous year’s figures due to an adjustment to the query technology and the increased stability in analysis as a result. More detailed information will follow in the coming weeks.

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