Swiss Publishers Abandon Joint Login Project, pivot to Advertising Ecosystem
Zurich, Switzerland - October 8, 2025 – A collaborative initiative to create a unified login system for leading Swiss publishers has been officially discontinued, with participating media companies refocusing efforts on a new advertising platform. The project, known as OneLog, is being superseded by a broader “Advertising-Ökosystem” centered around user identification, ad booking, and data management.
Originally conceived as a streamlined authentication solution, OneLog was deemed ”not more prioritär” in March 2025, signaling a shift in strategy.The decision impacts publishers seeking to consolidate user access and possibly enhance data collection, but now paves the way for a unified approach to digital advertising revenue. The move reflects a growing industry trend toward collaborative advertising solutions as publishers navigate a challenging digital landscape.
The new ecosystem comprises three core components: OneID, a user identification solution; OneDSP, a joint ad booking platform launched in September 2025; and OneDPM, a platform designed for the governance and analysis of user data. This restructuring positions the publishers to concentrate on maximizing advertising opportunities through a centralized system, rather than a shared login experience.
The publishers involved have indicated that the “Zentrum der Lösung” now lies within this advertising-focused framework. This represents a critically important strategic realignment, prioritizing revenue generation and data-driven marketing over user authentication simplification.
