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Žiga Komac is CRO at iPROM.
Žiga Komac at the Weekend Media Festival on personalization and the SPAR Tailormade project - iPROM - Expert opinions - Share

Žiga Komac and Aleš Popič at the Weekend Media Festival on personalization and the SPAR Tailormade project

Žiga Komac

At the Weekend Media Festival in Rovinj, Aleš Popič, Head of Marketing Communications at SPAR Slovenia, and Žiga Komac, Chief Revenue Officer at iPROM, talked about the SPAR Tailormade project. The discussion focused on how advertising can transform loyalty programs into platforms for building new customer relationships and driving retailer growth. Using a concrete example, the speakers demonstrated how enriched first-party data, proprietary technological infrastructure, and artificial intelligence can redefine the relationship between retailer and customer.

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How SPAR Slovenia is Building the Advertising Architecture of the Future with SPAR Tailormade (Part 2) - iPROM - Expert opinions - Žiga Komac

How SPAR Slovenia is building the advertising architecture of the future with SPAR Tailormade (Part 2)

Žiga Komac

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.

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Customer loyalty as a media strategy: SPAR Slovenia's data driven advertising system - iPROM - Expert opinions - Žiga Komac

Customer loyalty as media strategy: SPAR Slovenia’s data-driven advertising system (Part 1)

Žiga Komac

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.

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How iPROM's independent ad-tech solutions respond to the Digital Markets Act (DMA) - iPROM - Expert opinions - Žiga Komac

How iPROM’s independent ad-tech solutions respond to the Digital Markets Act (DMA)

Žiga Komac

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.

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About author

Žiga Komac is CRO at iPROM.