As digital advertising adapts to increased user privacy and stricter rules, the question arises: How do we target the right users without relying on third-party data? Since the traditional methods based on tracking online users are hindered by privacy requirements, advertisers and brands are now exploring new approaches that respect privacy while ensuring relevance and personalisation, which are key to success. For years, iPROM has pioneered alternative targeting methods that do not require the use of data from a third party. In this blog, we will focus on three primary methods shaping today’s digital advertising landscape.

Have you ever thought about the different types of data used in digital advertising? If so, you’re not alone. In today’s digital world, data plays a crucial role in marketing efforts, and it’s important to understand the different types of data that are available and their potential applications.
In this blog post, we’ll be exploring the differences between first-party data, second-party data, and third-party data.

Nejc Lepen, iPROM’s CTO, shed light on the evolution of Web 3.0 – a developing digital environment that presents market players with a rare opportunity every 10 to 15 years. As the development of Web 3.0 advances, it is expanding beyond current capabilities such as dynamic web content like social networks and apps. With decentralization becoming more prominent, users are now at the center of the Web, with an emphasis on their values.

A best practice example of leveraging digital media for branding and accelerating sales by using intelligent advertising technologies and advanced databases.

The digital transformation of the media inventory of Ljubljana Jože Pučnik Airport is an example of good practice for monetizing proprietary media assets.

As consumer behaviour has become more volatile, it is increasingly important to attract their attention at the right time with the right message. In line with this, we are seeing growing investments in programmatic advertising, which is no longer limited to digital media but is being actively shared to other digital devices that are part of the Internet of Things (IoT). Digital screens for outdoor advertising are also an increasingly important part of this system, capturing consumers’ attention at various points of interest – from shopping malls to airports and shops. In addition to the fact that these solutions make it much easier to change creative solutions compared to traditional outdoor advertising, the ability to use data offers a key step towards greater efficiency.

5G technology will certainly be one of the more talked about topics this year — both in terms of controversy over its harmfulness and over its benefits. Of course, the public and experts are at odds, but we can all agree that 5G is making a profound change — even in advertising.

New approaches in marketing are definitely shaped by technology. Consumers demand increasingly more interactive, personal and interesting experiences, and that is the charm of technology. It is therefore not unusual that the year 2020 brings exponential growth of new technologies, even greater importance of interactivity, growth of artificial intelligence use and, as a result, even more personalised communication.

The digital marketing revolution is happening extremely quickly. New technological innovations basically appear every day, meaning that digital advertising technologies must also change in real time.