Any business looking to succeed in the digital era needs to understand the consumer’s purchase journey, as consumers have endless options and channels for shopping. iPROM collaborates with Valicon to conduct market research and can use data analysis and interpretation to improve the customer experience and increase competitiveness in the market. This research focuses on the Slovenian consumers’ purchase journeys across various product categories, monitoring changes in their purchase behaviour over time.

The global media landscape and the advertising industry are constantly evolving. With artificial intelligence driving accelerated digitisation and automation, data privacy is becoming an increasingly important topic that marketing departments are actively addressing. With the growing awareness of users’ data rights and the increasing responsibility to safeguard their privacy, companies are restructuring their organisations to meet these demands. iPROM is actively monitoring these developments and proactively adapting to the upcoming changes by providing our clients with the most advanced advertising technology (Ad-Tech) solutions that protect user privacy and safeguard corporate data as a key strategic asset.

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 rapidly evolving, technology-driven world, digital data remains critical to advertisers and companies are quickly recognizing the need to shift their focus to more sophisticated first-party data management platforms and analytics tools. To navigate this new landscape and optimize targeting strategies more effectively, we must first understand why independent first-party platforms and complementary analytical tools must be part of every advertiser’s toolkit.

Marketing and advertising are evolving quickly in response to increasingly rapid changes in user behaviour and agile responses by companies that are increasingly aware of the importance of privacy and quick adoption of new technologies. Businesses respond to these trends and the needs of the environment are increasingly employing strategies that put the consumer first and create sustainable value for everyone involved in the marketing process – consumers, brands, publishers and technology partners. In this blog post, I will focus on how critical it is to understand how advertising fits into the entire purchasing journey of the consumer, which has become highly intertwined, multi-channel, and full of opportunity for conversion at every point of contact.

A best practice example of leveraging digital media for branding and accelerating sales by using intelligent advertising technologies and advanced databases.

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.

When we talk to our clients about the advantages of digital advertising compared over its traditional forms, we repeatedly refer to its effectiveness, measurability and the ability to adapt advertising campaigns in real time. These are the key benefits of digital advertising, which give companies better returns when it comes to advertising investments. Of course, modern digital advertising is fuelled by data, which has become a precious commodity. However, the growth in usage increasingly calls for the use of a single data source, as this is the only way to ensure comprehensive and transparent insight into the performance of advertising campaigns.