Trust is a cornerstone of successful marketing. As consumer data gains importance, companies are increasingly focusing on finding ways to build genuine and sustainable relationships with their audiences. Consent management has emerged as one of the most effective strategies in this regard, ensuring transparency, ethical conduct and compliance with data processing requirements.
This post will explore in more detail how consent management builds trust, how strategies based on explicit consent enhance marketing activities, and how the centralisation and use of first-party data fosters long-term customer relationships.

In a dynamic digital media landscape, where the number of advertising platforms is constantly increasing, ad prices are steadily rising, competition is intensifying and technological shifts present new demands, brands must adapt their strategies to overcome these challenges. In this blog post, I’ll explore the importance of top-of-funnel advertising for brands aiming for long-term growth and how these strategies help them achieve business goals effectively.

Accelerated digitalisation is increasingly forcing retailers to rethink the way they interact with consumers. Technologies like artificial intelligence, virtual reality, DOOH, and AI assistants are fundamentally transforming the retail industry and, above all, redefining how brands engage with customers. The “phygital” phenomenon, combining ‘physical’ and ‘digital’ has gained popularity in recent years. This strategy harnesses synergy and integrates physical stores with digital channels, leading to a seamless and engaging consumer experience.

In today’s rapidly evolving business landscape, a thorough understanding of customers is becoming crucial. While traditional segmentation methods have been successful in the past, the advent of artificial intelligence (AI) has ushered in a new era where marketing success relies on micro-segments. Old segmentation methods are becoming obsolete in a world where demographics and interests are very diverse and dispersed, especially among younger generations. Companies can leverage AI to segment their customers with exceptional precision and efficiency, leading to better business outcomes.

In today’s digital landscape, marketing strategies are evolving rapidly, with micro-segmentation and micro-targeting becoming essential for reaching new generations. The differences between Millennials, Gen Z and Gen Y present challenges, as each generation requires a different way of communicating and tailored marketing strategies. This blog post will explore why understanding these nuances is essential for success in modern marketing.

In the evolving landscape of digital advertising, first-party data remains the cornerstone of successful campaigns, but the addition of zero-party data opens up new dimensions of personalisation and targeting. While first-party data provides insights into users’ interactions with a brand, zero-party data brings a deeper understanding of consumer preferences and needs, enabling even more precise and effective advertising strategies.

Digital advertising is fundamentally changing, making first-party data more important than ever. With the phasing out of third-party data used for targeting and buying ad space across digital media properties and the increased recognition of the value of first-party data, retailers are acutely aware of its potential.

In this post, I will briefly explain what first-party data is, its importance for retailers, how they can leverage it and why it plays a key role in building retail media networks or similar company-owned media networks that can be used to market ad space to its partners and customers.

Independent ad-tech solutions are crucial for designing digital advertising strategies that respect users’ privacy while allowing effective targeting and measuring the effectiveness of ad campaigns. These solutions help businesses navigate the complex landscape of digital advertising, while ensuring compliance with legislation and user expectations. In my previous blog post, I explained why first-party data is becoming more valuable and the role of data management platforms in the construction of private data warehouses by using iPROM Private DMP as an example. In this post, I will focus on how private data warehouses can be activated for more effective and personalised digital advertising in editorial media.

As digital advertising adapts to increased user privacy and stricter rules, the question arises: How do we target the right users without relying on third-party data? Since the traditional methods based on tracking online users are hindered by privacy requirements, advertisers and brands are now exploring new approaches that respect privacy while ensuring relevance and personalisation, which are key to success. For years, iPROM has pioneered alternative targeting methods that do not require the use of data from a third party. In this blog, we will focus on three primary methods shaping today’s digital advertising landscape.

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.