Advances in artificial intelligence and machine learning are having a significant impact on the evolution of digital advertising. With sophisticated algorithms, advertisers can better understand user behaviour, predict purchase intent more accurately and create more relevant and effective advertising messages. These innovations are driving better results and an improved user experience. However, many advertisers still have limited access to their own data, which is often locked within the closed ecosystems of global platforms. In this blog, I will outline how companies that want more control over their data and greater independence in their digital advertising can use iPROM Private DMP to develop their own data management strategy.

iPROM Private DMP makes advertising campaigns more profitable

iPROM Private DMP is a customised solution designed for advanced and premium advertisers who view data as a long-term competitive advantage. The platform integrates first-party data with digital media data and past advertising activity across all digital channels. It creates customised predictive segmentation and targeting models, powered by state-of-the-art artificial intelligence and machine learning.

With this solution, advertisers can break free from the constraints of external platforms and build their own data assets. Instead of being limited to predefined segments of global systems, they can use iPROM Private DMP to create fully customised audiences that reflect their business model, seasonal trends and unique consumer behaviour patterns. In doing so, they gain data independence, optimise the use of first-party data and improve the effectiveness of their campaigns to pave the way towards data sovereignty and improved long-term ROAS.

In addition to immediate ROAS optimisation, the platform also increases the long-term value of client’s data. By managing data and targeting more accurately, companies gain greater control over their advertising strategies, fostering a more autonomous and efficient approach to digital advertising.

Case studies: How artificial intelligence and proprietary data are shaping the future of digital advertising

Successful real-world implementations of iPROM Private DMP demonstrate how data-driven strategies can deliver measurable business results and optimise digital advertising.

• Sparkasse Bank has used data to improve the acquisition of new customers. Using iPROM Private DMP, it has integrated its own data sources and developed models to identify key behavioural patterns of potential customers. It estimates that it has reached more than 40 percent of new customers and significantly improved the relevance of its advertising messages by aligning them with users’ actual needs and interests.
• MERKUR accelerated its loyalty programme using iPROM Private DMP to identify potential loyalty programme members and personalise messages. As a result, it gained more than 80,000 new sign-ups and significantly increased the number of downloads of its mobile app.
• Fraport Slovenia used iPROM Private DMP to set up its own advertising platform for better ROAS. Ljubljana Airport set targeted passengers and successfully achieved a cost per ticket sold below EUR 2. This example demonstrates how advanced usage and ownership of data can can deliver previously unimaginable business results.
• T-2 has increased the effectiveness of its advertising with a data-driven strategy. By using dynamic targeting based on ISP data to precisely target users and iPROM Private DMP to tailor advertising messages according to needs and behaviours, T-2 has been able to improved ad effectiveness by 27 percentage points. The campaign was seven times more effective than previous approaches and achieved 95% accuracy in reaching the target audience.

These and other examples confirm that data-driven advertising is not only the future – it’s already a critical part of current advertising strategies, providing greater efficiency, more control over their strategies and better campaign performance.

iPROM Private DMP provides greater control and long-term value of data

iPROM Private DMP is more than just a traditional digital advertising tool – it’s a strategic solution for companies looking to optimise their own data management and break free from the constraints of existing advertising platforms. Every campaign becomes an opportunity to refine internal data models, allowing companies to make better predictions, segment audiences more efficiently and market more effectively.

It is designed primarily for advanced and premium advertisers who see data-driven strategies as a long-term competitive advantage. iPROM’s vision is also focused on making data management technology more accessible. In the future, even smaller clients will need greater control over data and independence from external platforms, so we are striving to develop solutions that support a gradual transition to data independence and increase the effectiveness of advertising strategies across all market segments.

The real power of data is in its ownership

In a dynamic digital ecosystem, where regulations tighten, user awareness grows and advertising costs on global platforms rise, data ownership is key to long-term competitiveness. Companies that establish their own data strategy can optimise their advertising campaign performance, reduce their reliance on external ecosystems and secure a more stable future in digital advertising.

If you seek more – more control, more efficiency and greater long-term value – then iPROM Private DMP is the solution. Take a step forward into the future of data-sovereign advertising.