It all started at a Swiss media congress in 2018.
The goal: Provide a common login for media users.
Unlike big technology providers, such as Google, Amazon, Meta, and Apple, media companies did not offer a consistent login. And with the impending discontinuance of third-party cookies, we ran the risk of losing what little we knew about our user base.
It was evident that the media industry needed a common technical solution so users could access all media offerings with a single login. It is only by knowing your users that you can propose the right offer — be it journalistic or from an advertising point of view.
Bringing brands together
It was clear to the media companies involved from the very beginning that the joint login could only be a success if it was easy to use, if the costs were as low as possible, and if data protection was taken very seriously.
OneLog supports Swiss media companies to (re)establish a direct relationship with users and improve first-party data. The solution offers advantages both for users and the media companies.
Users benefit from being able to access all online offerings with a single registration. Their personal data can be managed in a central user cockpit. OneLog is fully compliant with data protection and has the highest security standards. It is kept up-to-date, while offering features such as TouchID, FaceID, or Two-Factor Verification.
Benefits for all
The media companies benefit from the expansion of their respective first-party data basis, whilst no data exchange takes place between the media companies. Moreover, cost sharing is an important factor, as OneLog is set up as a cost centre. The expansion of first-party data also serves as a basis for media companies to play out content in a personalised way and thus make offers more relevant for users.
Today, most brands of the Ringier Group (such as blick.ch and beobachter.ch) and of TX Group (such as tagesanzeiger.ch and 20minuten.ch) rely successfully on OneLog. The public service broadcaster SRG SSR uses the solution as a third-party login. So far, more than 40 brands and over 2 million users are using OneLog.
At the end of 2022, NZZ (nzz.ch) and CH Media (with titles like aargauerzeitung.ch) joined the company as a shareholder. The migration of their registered users to OneLog will be completed during 2023.
We are convinced that the Swiss media market is too small to fight each other. The real competition is the global players, who are strategically strengthening their ecosystems and walled gardens, pulling enormous amounts of advertising money out of Switzerland. In fact, more than 35% of total Swiss advertising spending already flows to Google, which also benefits directly from the offerings of our media.
Strengthening the Swiss media industry is our common goal, and we, therefore, invite all other Swiss media companies to participate in this project: A common solution from Switzerland for Switzerland, which enables us all to strengthen contact to the users and to further develop our media offers.