In the first part of this article, I wrote about how SPAR Slovenia placed the SPAR Plus loyalty program and first-party customer data at the heart of its media strategy, enabling the expansion of personalized offers to more than one million user profiles. In this instalment, I will explain why SPAR Slovenia decided to build its own advertising infrastructure and which technological solutions enable real-time micro-segmentation and personalization.

In the digital world, where user attention is fragmented and competition is only a click away, the most important factor is no longer who advertises louder, but who understands the user better and addresses their needs effectively at the right moment. Data, especially that which companies collect directly from their customers (so-called first-party data), has become the foundation of trust and relevant communication. Particularly valuable are data gathered through loyalty programs, which are now becoming a central pillar of advertising and media strategies.

The Digital Markets Act, commonly known as the DMA, has quickly emerged as a central point of discussion for companies doing business in the European Union. This regulation, which aims to ensure fair competition in digital markets, also has implications for the advertising industry. In this article, I will briefly outline the essence of the DMA and introduce iPROM’s independent advertising solutions as an effective tool for navigating this new and dynamics digital environment.