Observed Signal · May 21, 2026 · Company Launch · Source: persoenlich.com News · Impact: 1/5 · Sentiment: Positive
Arclight launches Swiss Programmatic Curation firm
Arclight Technologies AG, founded by Hannes Eckardt and Sam Lutz, has launched as a Swiss specialist in programmatic curation. The company offers curated buying strategies, modern audience-targeting solutions, curated media environments and hands-on consulting for agencies and advertisers. Arclight positions itself as a local alternative to large international programmatic providers, stressing greater transparency, higher quality and clear responsibility across the supply chain. The founders combine platform and operational experience — Eckardt with roles at Microsoft and AppNexus, and Lutz with over 20 years as a Swiss digital-advertising entrepreneur — and say the firm leverages technological platform expertise plus more than four decades of industry experience.
Local Swiss company launch offering programmatic curation — relevant for regional agencies and advertisers but limited global industry impact.
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Key Takeaways & Evidence Grounding
- Arclight Technologies AG was founded by Hannes Eckardt and Sam Lutz.
- The company specialises in programmatic curation and curated buying strategies for agencies and advertisers.
- Arclight aims to provide more transparency, higher quality and clear supply‑chain responsibility compared with many international providers.
- Founders' backgrounds: Hannes Eckardt previously worked at Microsoft and AppNexus; Sam Lutz has 20+ years as a Swiss digital advertising entrepreneur/operator.
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Adnami Launches Agentic Curation for Optimized Media Buying
Adnami today announced the launch of Agentic Curation, a product that adds an agentic layer to its programmatic activation to create custom publisher deals and optimize campaigns at scale. The system continuously analyzes bidstream data to assess the value of each impression relative to its expected attention output, enabling fast, multi-publisher deal creation across formats and markets and data‑driven optimization with reduced human bias. Agentic Curation integrates with major DSPs and is powered by Sonar, Adnami’s attention-measurement tool providing real-time data and attention reports to fuel ongoing optimization. Early adopters SAS Scandinavian Airlines and WPP Media reported strong early results. SAS’s Artie Rudnik praised speed and data-driven decision-making; Patrick Østergaard of WPP Media highlighted attention as a crucial metric beyond viewability. CEO Simon Kvist said the solution addresses workflow inefficiencies and campaign effectiveness, aligning with Adnami’s focus on attention‑optimised formats and real-time analytics to improve ROI.
NetGrowth Becomes Exclusive Reseller for Multilocal in DACH
Swiss adtech intermediary NetGrowth has been appointed the exclusive reseller for British firm Multilocal across Switzerland, Germany and Austria. NetGrowth will offer Multilocal’s programmatic curation solutions centered on the Cureon platform, which supplies curated inventory and data-driven targeting across multiple programmatic platforms without tying advertisers to a single ecosystem. According to the announcement, four agencies and five advertisers are already active with the solution in Switzerland; neither company disclosed revenues or campaign volumes. Multilocal, founded in 2019 by two former Microsoft executives, positions itself as a provider of curated programmatic marketplaces. NetGrowth’s Managing Director Arend Hendriks and Multilocal CEO James Leaver are quoted on the strategic fit for DACH expansion.
Adveritas Joins Leading Swiss Agencies
Adveritas, a 12-person, owner-managed full-service agency based in Belp, has joined the industry association Leading Swiss Agencies (LSA) effective immediately. The agency specialises in cross-media communication and performance marketing, offering services including print and digital media planning, programmatic advertising, out-of-home (OOH), and bespoke web development. Adveritas is a certified Google Partner and serves clients such as Roche, Fenaco, Fust Küchen & Bäder and the KMU-Institut of the University of St. Gallen. The firm uses a customised software solution for print media planning and augments its core team with a network of freelancers and external media advisors.
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