Data management has become crucial for the effectiveness of advertising campaigns. At iPROM, we believe that having your own, first-party data collected through digital advertising is crucial. Every euro invested in advertising, where the advertiser is also building their own database, is actually a great investment into a secure future. Companies can use first-party data to run data-driven advertising campaigns and reach their target audiences more effectively, while strengthening and protecting their competitive advantage in the long term.

Private, independent data management platforms for first-party data of users of enterprise-owned media play an important role in protecting data and ensuring user privacy. Unlike walled gardens, which are typically controlled by a single company or organization, private data management platforms enable greater independence in advertising and control over owned data. Investing in private data management platforms has become critical for organizations looking to ensure security, privacy and ePrivacy compliance. This empowers them to manage data effectively, target and personalize marketing efforts, and increase return on advertising investments. iPROM enables its customers to do this with its iPROM Private DMP.

In today’s dynamic digital environment, we can no longer rely on the tech giants to deliver a high return on advertising investment. As we accelerate our move towards a cookieless era, brands must take ownership for their own data and invest in building their own media walled garden to stay competitive. By using independent Ad-Tech solutions such as iPROM Private DMP, which puts user data at the forefront of the decision-making process and does not share it with competitors, companies can use their data more effectively while gaining direct access to their desired customer segments. This will also improve the long-term performance of their marketing activities and advertising campaigns.

We can leverage data and technology to target consumers more precisely and personalize advertising messages and online campaigns. Digitally mature companies that follow a digital first strategy know how important this is if you wish to compete in today’s highly networked, data-driven and constantly changing world. In this post, I have outlined the main benefits and features of this strategy.

As data protection restrictions tighten, advertisers are becoming more aware of the importance of ethical and transparent data use. The Transparency and Consent Framework 2.0 (TCF 2.0) went into effect on 15 August, encouraging publishers and providers of advertising technology solutions to be more transparent about consumer data protection. On the other hand, it has given users of digital media greater control over what information they share and with whom. As various regulations on consumer data privacy and protection restrict the access to third party, a more precise version of contextual targeting, i.e. contextual intelligence, is becoming more popular.

In the Industry 4.0 era, database architecture is one of the factors of a company’s success in the modern market. The ability to adapt data models, the flexibility to introduce new databases and the speed of (re) interpretation of large amounts of data in order to promote business agility and innovation is something that the market is relentlessly demanding. In a programmatic digital media ecosystem, responsive databases are key to the success of advertising campaigns and their real-time optimisation.

Hyper-personalisation is becoming a key formula for the success of efficient advertising campaigns. Do you know what is hiding behind this notion?

When it comes to marketing strategies, consumer segmentation has been lauded for quite some time now; its upgrade, micro-segmentation, represents an additional step towards building successful relationships with consumers.

Build stronger relationships with your consumers through an even more focused and connected experience.

A look into the past, the present and the future of using blockchain technology for the purpose of digital advertising.