About author

Tomaž Tomšič is a senior advisor and head of the iPROM Labs. As head of iPROM Labs, he has been researching new advertising and communication technologies for more than a decade. He has been a full-time employee of iPROM practically since its founding, which says a lot about him. He spends his spare time researching analytical methods for big data processing and exploring 3D printing technologies. He believes that by combining these technologies, the human species will be able to live and exist on other planets in the future. In his free time, Tomaž is also a passionate runner and participates in marathons.
Digital media buying based on first-party data and AI lookalike modelling: a step forward in targeting - iPROM - Expert opinions - Tomaž Tomšič

Digital media buying based on first-party data and AI lookalike modelling: a step forward in targeting

Tomaž Tomšič

In the digital advertising ecosystem, effective targeting is crucial for the success of campaigns. The shift to first-party data and advanced AI technologies has revolutionised digital media buying. One of the highlighted approaches is lookalike modelling, or modelling based on shared characteristics using AI. This approach allows brands to target their advertising campaigns more precisely to the right audiences with a much higher likelihood of liking a brand. In this blog post, I will explain how digital media buying is done using first-party data and lookalike modelling using AI and show a practical example.

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Combining first- and third-party data for advanced and effective digital advertising strategies - iPROM - Expert opinions - Tomaž Tomšič

Combining first- and third-party data for advanced and effective digital advertising strategies

Tomaž Tomšič

In the world of digital advertising, data has emerged as a key tool for customer acquisition and retention. Now, more than ever, businesses need reliable and accurate data to adapt and optimise their marketing strategies. Digitally aware companies are already crafting advanced advertising strategies that successfully activate their own first-party data to reach their target audience more effectively.

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Automating advertising with iPROM Private DMP and why we advise the basics of display digital advertising - iPROM - Expert opinions -Tomaž Tomšič

Automating advertising with iPROM Private DMP and why we advise the basics of display digital advertising

Tomaž Tomšič

When we talk about the implementation of display advertising using first-party data for better targeting and personalised advertising on the open web, we inevitably have to address the question of whether it’s possible and practical to automate the entire advertising process for our clients.

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Data-driven acceleration for your advertising activities with iPROM Private DMP - iPROM - Expert opinions - Tomaž Tomšič

Data-driven acceleration for your advertising activities with iPROM Private DMP

Tomaž Tomšič

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.

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Independent data management platforms for secure and efficient operation in the future - iPROM - Expert opinions - Tomaž Tomšič

Independent data management platforms for secure and efficient operation in the future

Tomaž Tomšič

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.

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Independent Ad-Tech Solutions Give Brands Control, Greater ROI and a Secure Future - iPROM - Expert opinions - Tomaž Tomšič

Independent Ad-Tech Solutions Give Brands Control, Greater ROI and a Secure Future

Tomaž Tomšič

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.

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Having your own data silos is crucial to effective real-time marketing - iPROM - Expert opinions - Tomaž Tomšič

Having your own data silos is crucial to effective real-time marketing

Tomaž Tomšič

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.

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Contextual intelligence is becoming increasingly important in advertising - iPROM - Expert opinions - Tomaž Tomšič

Contextual intelligence is becoming increasingly important in advertising

Tomaž Tomšič

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.

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Databases today are key to agility and efficiency and the execution of advertising campaigns - iPROM - Blog - Tomaž Tomšič

Databases today are key to agility and efficiency and the execution of advertising campaigns

Tomaž Tomšič

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.

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The role of data and technology in hyper-personalisation - iPROM - Blog - Tomaž Tomšič

The role of data and technology in hyper-personalisation

Tomaž Tomšič

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

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About author

Tomaž Tomšič is a senior advisor and head of the iPROM Labs. As head of iPROM Labs, he has been researching new advertising and communication technologies for more than a decade. He has been a full-time employee of iPROM practically since its founding, which says a lot about him. He spends his spare time researching analytical methods for big data processing and exploring 3D printing technologies. He believes that by combining these technologies, the human species will be able to live and exist on other planets in the future. In his free time, Tomaž is also a passionate runner and participates in marathons.