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.

Advertising automation is certainly possible and can be implemented at several levels. It usually starts with a simple approach, which involves setting up an advertising campaign of continuous basic retargeting of own media users and targeting of narrower lookalike audiences. I explain the individual steps and rationale below.

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

Implementation of continuous advertising

The iPROM Private DMP uses artificial intelligence to predict users’ purchase intentions. For every client, setting up a data management platform and business analytics is a kind of treasure trove, important for improving data-driven decision-making. The iPROM Private DMP platform allows brands to store data and create target audience segments and continuously engage with them (remarketing). It also uses AI to identify lookalike users and target them (lookalike audience).

This approach allows advertisers to target the ideal audience and therefore forms the basis of digital display advertising. This advertising strategy allows advertisers to ensure that the audiences that show the greatest potential interest in our products are automatically served with sufficient and relevant advertising messages on a continuous basis.

Sweet impressions are effectively reflected in desired conversions - iPROM - Expert opinions - Tomaž Tomšič

“Sweet” impressions are effectively reflected in desired conversions

In practice, this concept can be likened to buying keywords and phrases in search marketing. We all know that search advertising works and that keyword buying is the cornerstone of online branding. Otherwise your competition can capture valuable impressions, regardless of the medium and the market. In display advertising, we define “sweet impressions” as those shown to users with proven purchase intent, resulting in the desired conversions.

With iPROM Private DMP, setting up automation is quick and easy - iPROM - Expert opinions - Tomaž Tomšič

With iPROM Private DMP, setting up automation is quick and easy

The process of automating data-driven advertising using first-party data starts with setting up iPROM Private DMP. The setup process is straightforward: it includes the presentation of the solution, integration of measurement codes, formal legal arrangements, data collection and database enrichment.

As a private data management platform, iPROM Private DMP offers data independence, control and compliance with privacy legislation. It’s imperative for companies to invest in such a data management platform to achieve effective targeting and personalized advertising.

Starting with the fundamentals allows advertisers to populate their own Private DMP database in addition to perfecting their targeting. At the same time, a long-term and always up-to-date database of advertising data is continuously built with data captured through own media and related sources.

Different levels of data integration and privacy levels - iPROM Expert opinions - Tomaž Tomšič

Different levels of data integration and privacy levels

The basic approach to activating your own data for continuous advertising described above can be further extended. At iPROM, we advise our clients on how to upgrade their advertising strategy after building and using their private data warehouse for a certain period of time, depending on the results achieved, target audience size and the goals set.

In terms of data upgrades, clients may also integrate other data sources into its data management platform, provided it has explicit consent to use the user data for marketing purposes. Based on the integrated data, advanced data-driven strategies are then developed to execute other types of advertising campaigns. For example, a client may work to introduce a new product or service, run a prize contest or inform their customers about company news. This ensures that data-driven display advertising always reaches the right audience for the advertiser’s desired objective.

The possibilities for activating first-party data and creating marketing automation using display advertising are therefore numerous. If you have not begun collecting and storing first-party data for your own future use, you should of course start at the beginning – by setting up a data management platform using the technological infrastructure that enables automation.


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.