Inefficient traffic trading
Digital advertising providers today almost always operate according to the "broker principle".
Traffic (banner inserts or clicks) is sold and bought – from publishers directly, other networks, other marketers or traders in residual inventory. DSPs (demand-side platforms) and RTBs (real-time bidding platforms) are frequently used. Essentially "stock exchanges for traffic", these almost exclusively involve B websites (private websites, blogs, etc.), and generally serve to optimise the margins of providers.
Without knowing the exact origin of the traffic, agencies and traders buy inventory that they then "enhance with profiles" that, in turn, come from third-party providers. Between the advertising customer (budget) and the publisher (website) lie hundreds of "brokers" who try to snap up part of the budget.
This "trading of traffic" does not provide added value for anyone – except all of the networks, brokers and data suppliers. Neither the publishers (publishing companies, websites) nor the advertising customers benefit from it.
A large proportion of the budget is thus lost. Often only about 20% of the original budget reaches the media’s producers.
The solution: The "closed private network"
adwebster commands Switzerland’s first and only "closed private network", meaning that the entire network is based on our own technology and directly integrates all of our partners' websites. We set up each placement and each channel individually when a website is integrated in the adwebster system. adwebster effectively has a "private fibre optic network" within the digital advertising sphere and can therefore directly reach more than 94% of Swiss online users with a campaign – in real time.
The advertising budget entrusted to us is employed using the most direct and efficient route – without intermediaries and without any brokers.