About author

Simon Struna is one of the top experts on digital advertising infrastructures. In his role as a programmatic ecosystem specialist at iPROM, he is exploring programmatic buying and the possibilities of integrating commercial content into the Internet of Things. He has worked full-time for iPROM since 2012 and is a key member of iPROM's international expansion team.
Europe is paving the way for a transparent and fair advertising ecosystem - iPROM - Expert opinions - Simon Struna

Europe is paving the way for a transparent and fair advertising ecosystem

Simon Struna

The European Commission’s decision to fine Google €2.95 billion for abusing its dominant position in advertising technology is more than a legal measure. It represents an opportunity to reshape the future of programmatic advertising in Europe and our region. Rather than being just another penalty, it signals a move towards a more transparent, fair, and innovative digital advertising ecosystem, in which publishers and advertisers will gain greater influence and independence.

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Simon Struna for Marketing magazin: The fine will change how advertising money is allocated - iPROM - News

Simon Struna for Marketing magazin: The fine will change how advertising money is allocated

Simon Struna

The European Commission has imposed a €2.95 billion fine on Google after finding that the company holds a dominant position in the digital advertising technology market. The investigation revealed that Google’s tools – DoubleClick, Google Ads and DV360 – were used in a way that gave preferential treatment to its own AdX exchange, affecting competitive conditions in the advertising ecosystem. Since the Commission’s decision is also likely to influence future developments in digital advertising in Slovenia, Marketing Magazin sought the opinions of local experts on its implications for the domestic market.

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Which programmatic ad tech trends will be hot in 2024? - iPROM - Expert opinions - Simon Struna

Which programmatic ad tech trends will be hot in 2024?

Simon Struna

Programmatic advertising has experienced substantial growth in recent years. According to Statista, the global programmatic advertising market was worth $558 billion in 2023, marking an 11% increase in investment in programmatic digital advertising compared to the previous year. This growth reflects the evolving digital landscape and advertisers’ increasing trust in programmatic platforms. It highlights the maturity of the sector and the significant role it will play in the future of digital advertising. Below are the key programmatic advertising trends that I predict will shape the current year.

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Advertising technology, first-party data and artificial intelligence - the inevitable future of brands - iPROM - Expert opionions - Simon Struna

Advertising technology, first-party data and artificial intelligence – the inevitable future of brands

Simon Struna

In the digital age, where competition is just a click away, brands face constant pressure to stay one step ahead of the competition. Advertising technology, first-party data and artificial intelligence (AI) are at the heart of this evolution and play a key role in shaping the future of advertising and media buying. Brands that ignore these technological breakthroughs risk finding themselves in a precarious position, unable to compete in a rapidly evolving digital environment.

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Eliminating Bias in Ad Targeting: How iPROM Private DMP is Leading the Way - iPROM - Expert opinions - Simon Struna

Eliminating Bias in Ad Targeting: How iPROM Private DMP is Leading the Way

Simon Struna

Ad targeting has long been plagued by bias, with traditional methods relying on assumptions about demographics and failing to accurately represent the diverse and changing nature of modern consumers. As a result, many brands have struggled to reach and engage their target audience effectively, fuelling frustration and the rise of ad blocking technologies. However, iPROM Private DMP is here to change the rules to this game.

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TCF v2.0 for publishers - 7 reasons why to adopt it - iPROM - Blog - Simon Struna

TCF 2.0 for publishers – 7 reasons why it is recommended

Simon Struna

Since the introduction of the General Data Protection Regulation (GDPR), publishers met with immersive challenge of adapting new data protocols. To make the challenge easier, Interactive Advertising Bureau (IAB) designed a Transparency and Consent Framework (TCF), so publishers and ad vendors could continue to use digital advertising while providing consumers more control and privacy over their data.

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Yield optimization for publishers – 8 Best tips and techniques - iPROM - Blog- Simon Struna

Yield optimization for publishers – 8 Best tips and techniques

Simon Struna

As a publisher, operating based on the advertising business model, your bottom-line goal is to get the highest yield for every ad impression. Yield management is all about that, meaning selling ad inventory to the right customer, at the right time, for the highest possible price.
Nevertheless, yield optimization is becoming more and more complex and technically difficult. Perfecting a yield optimization strategy can take time, skill and endless testing. But there are some tips that every digital publisher can implement before diving into the super technical details.

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Innovations and novelties in programmatic advertising - iPROM - Blog - Simon Struna

Innovations and novelties in programmatic advertising

Simon Struna

In 2018, 80 per cent of ads will have been programatically leased.

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The Future Of Advertising Is Programmatic - iPROM - Blog - Simon Struna

The Future Of Advertising Is Programmatic

Simon Struna

Digitization is transforming all industries while advertising builds new foundations for smart use of technology. In the world of advertising, the digital ecosystem is changing practically daily.

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About author

Simon Struna is one of the top experts on digital advertising infrastructures. In his role as a programmatic ecosystem specialist at iPROM, he is exploring programmatic buying and the possibilities of integrating commercial content into the Internet of Things. He has worked full-time for iPROM since 2012 and is a key member of iPROM's international expansion team.