In German-speaking countries (Germany, Austria, Switzerland), programmatic advertising offers particular opportunities thanks to strong media partnerships and regional precision:

• Access to premium inventory from major media companies such as Axel Springer, ORF, CH Media or Blick
• Regional targeting options down to postcode level thanks to IP or GPS data
• Connection to local networks such as Austria WebAd or Swiss Marketplace Group
• Growing use of new formats such as Connected TV or DOOH - especially in urban areas.

These factors make programmatic advertising in the DACH region an effective tool for targeted, measurable campaigns with high relevance.

Programmatic advertising is possible across platforms and channels - making it particularly versatile:

• Websites and apps: classic display banners and native ads
• Connected TV (CTV): moving image advertising on streaming platforms such as Zattoo or Joyn
• Digital Out of Home (DOOH): Digital advertising screens at train stations, shopping centres, bus stops, etc.
• Audio platforms: advertising on services such as Spotify or Audio Now
  All channels can be controlled centrally via so-called DSPs (Demand Side Platforms) - this saves time and resources and ensures consistent playout.

Programmatic advertising is suitable for almost all company sizes and industries - from local retailers to international corporations.

• Smaller companies benefit from the ability to advertise in a highly targeted manner regionally and utilise their budget efficiently.
• Larger brands use programmatic campaigns to realise scalable reach, dynamic ad formats and cross-channel communication.

Programmatic advertising is particularly relevant for companies with a clear understanding of their target group and the desire to optimise their digital advertising based on data.

Programmatic advertising uses both first-party data (e.g. from your own CRM or website tracking) and third-party data (from external data providers). This data helps to segment target groups according to characteristics such as age, interests, online behaviour or location.

Data protection is a top priority here: reputable providers pay strict attention to compliance with the GDPR (General Data Protection Regulation) and offer transparent consent and opt-out options. No personal data is sold, but anonymised user profiles are used.

Traditional online advertising is often based on fixed bookings of advertising space via direct contacts with media companies or platforms - often with flat-rate prices and limited targeting options. Programmatic advertising, on the other hand, is fully automated and data-based: Adverts are displayed in real time via auction processes (real-time bidding) where exactly the right target group is currently located - be it on a website, in an app or on a smart TV. This form of advertising is more flexible, more efficient and allows a much more precise approach.

AI tools such as GPT-4, Jasper, Neuroflash or Writesonic can help companies to create content faster, more scalable and more targeted. However, human input should not be missing - for quality, context and brand identity. The role of AI is to generate texts based on user data and search behaviour, which are then editorially reviewed and adapted. This results in high-quality content that impresses both users and AI search systems.

Voice search is changing the nature of search queries: they are longer, more conversational and often asked in question form ("How does a heat pump work?" instead of "Heat pump function"). GSO takes this into account by preparing content in natural language, with complete sentences and a direct approach.

In addition, structured, short answers - ideally less than 30 seconds - help the voice assistants to provide directly relevant information.

Since many generative search systems display answers directly without users clicking on the website, it is more difficult to measure success via click numbers as with classic SEO. Instead, other KPIs are used:

• Increase in visibility in snippets (e.g. via Semrush or Ahrefs)
• Placement in AI-generated suggestions (via tools such as SGE Preview or Bing Webmaster Tools)
• Dwell time on relevant landing pages
• Increasing search queries for brand terms ("brand lift")

Content that answers specific questions, is easy to structure and offers clear information value is particularly suitable. This includes FAQs, how-to guides, product comparisons, checklists, glossary entries. The content should be formulated as semantically clear as possible, well organised (e.g. in lists or short paragraphs) and provided with structured data (Schema.org).

Classic SEO (Search Engine Optimisation) focuses on the optimisation of websites for organic search results in traditional search engines such as Google. This includes measures such as keyword optimisation, meta tags, backlink building and technical optimisation.

GSO goes one step further: it takes into account new forms of search such as AI-supported search systems (e.g. ChatGPT, Bing Chat, Perplexity or Google SGE), which not only index information but also generate it in real time. GSO aims to prepare content in such a way that it can be understood, processed and used in generative responses by these systems.

Example:
A classic SEO-optimised blog article on the topic of "healthy sleep" is optimised for Google keywords. A GSO strategy would also prepare short, precise answers for generative search systems, e.g. in the form of FAQ sections or lists that could appear directly in an AI answer box.

Yes - the system has a modular structure and is ideal for other regional or industry-specific job portals. New clients can be implemented quickly and individually.

The core functions include interfaces for job imports, a powerful job finder, a template editor for design adaptations and a favourites function for users.

Thanks to a shared code base, new portals can be developed faster, updates rolled out more efficiently and maintenance costs minimised - with maximum flexibility for each individual edition.

Multi-client capability means that several portals run on the same technical foundation, but can be customised and operated individually - with their own branding, content and configuration.

vorarlbergerjobs.at is a new, regionally focussed job portal for Vorarlberg - developed on the basis of our multi-client Symfony solution. It offers companies and job seekers a modern platform with smart functions.