Independent ad-tech solutions are crucial for designing digital advertising strategies that respect users’ privacy while allowing effective targeting and measuring the effectiveness of ad campaigns. These solutions help businesses navigate the complex landscape of digital advertising, while ensuring compliance with legislation and user expectations. In my previous blog post, I explained why first-party data is becoming more valuable and the role of data management platforms in the construction of private data warehouses by using iPROM Private DMP as an example. In this post, I will focus on how private data warehouses can be activated for more effective and personalised digital advertising in editorial media.

Growing privacy concerns are challenging consumer trust in digital advertising, while e-privacy and data management regulations are becoming increasingly stringent. Companies are looking for new ways to cultivate customer relationships based on transparency and respect for user and regulatory privacy.
The concept of ‘privacy-first’ has become necessary due to consumer expectations and regulatory frameworks. iPROM is a key player in this new era of advertising, focusing on independent advertising solutions that protect the privacy of online users.

In the article for Cotrugli Business School, Maja Gorjanc, Marketing Partner at iPROM, and Žiga Komac, CRO at iPROM, focused on marketing and advertising and highlighted why it is important for companies to invest in building their own data warehouses today.