TCF v2.0 for publishers - 7 reasons why to adopt it - iPROM - Blog - Simon Struna

TCF 2.0 for publishers – 7 reasons why it is recommended

Simon Struna

Since the introduction of the General Data Protection Regulation (GDPR), publishers met with immersive challenge of adapting new data protocols. To make the challenge easier, Interactive Advertising Bureau (IAB) designed a Transparency and Consent Framework (TCF), so publishers and ad vendors could continue to use digital advertising while providing consumers more control and privacy over their data.

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Yield optimization for publishers – 8 Best tips and techniques - iPROM - Blog- Simon Struna

Yield optimization for publishers – 8 Best tips and techniques

Simon Struna

As a publisher, operating based on the advertising business model, your bottom-line goal is to get the highest yield for every ad impression. Yield management is all about that, meaning selling ad inventory to the right customer, at the right time, for the highest possible price.
Nevertheless, yield optimization is becoming more and more complex and technically difficult. Perfecting a yield optimization strategy can take time, skill and endless testing. But there are some tips that every digital publisher can implement before diving into the super technical details.

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Leon Brenčič writing for Marketing magazin: Where should your budget go this autumn and which investments into digital channels will pay off? - iPROM - News

Leon Brenčič writing for Marketing magazin: Where should your budget go this autumn and which investments into digital channels will pay off?

Leon Brenčič

In his column for the September issue of Marketing magazin, Leon Brenčič, Client Service Director at iPROM, explored how to use effective advertising to maintain stable business over the final and decisive quarter.

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Databases today are key to agility and efficiency and the execution of advertising campaigns - iPROM - Blog - Tomaž Tomšič

Databases today are key to agility and efficiency and the execution of advertising campaigns

Tomaž Tomšič

In the Industry 4.0 era, database architecture is one of the factors of a company’s success in the modern market. The ability to adapt data models, the flexibility to introduce new databases and the speed of (re) interpretation of large amounts of data in order to promote business agility and innovation is something that the market is relentlessly demanding. In a programmatic digital media ecosystem, responsive databases are key to the success of advertising campaigns and their real-time optimisation.

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Contextual targeting: Make sure your ads appear next to the right content - iPROM - Blog - Mateja Zupan

Contextual targeting: Make sure your ads appear next to the right content

Mateja Zupan

Contextual targeting is the approach that online advertisers use and have known for a long time. It has been set as a standard in iPROM for a long time. Why has it become even more important today? And why are the experts attaching even greater importance to it in the coming years? If we combine the growing importance of brand security and ad serving with relevant content with performance, the answer is clear. This advanced form of targeting based on content or media platform, device, time and location offers space to advertisers for more precise user addressing with the right user-tailored content.

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Continuous online presence of the car brand is crucial these days - iPROM - Blog - Andrej Ivanec

Continuous online presence of the car brand is crucial these days

Andrej Ivanec

In addition to tourism, the automotive industry is facing many changes in this new reality. Experts predict that it will be among the first to be forced to reshape its business models and head in the direction of a sharing economy, e-mobility and connected cars. Exactly how this development will take place is difficult to predict at this time. What marketing experts perceive already, is the fact that the purchasing route for cars and related services has shifted even more strongly to digital channels.

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How to achieve effective B2B marketing on digital channels step-by-step? - iPROM - Blog - Uroš Končar

How to achieve effective B2B marketing on digital channels step-by-step?

Uroš Končar

In the age of accelerated digitalisation, the goal of every company is to ensure an appropriate digital presence regardless of whether it operates in the B2B or B2C segment. A well-defined strategy for performing on digital channels based on data is key to achieving efficiency and monetising inputs into the digital presence.

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The telecommunications industry is pushing the limits in data technology use - iPROM - Expert opinions - Miloš Suša

The telecommunications industry is pushing the limits in data technology use

Miloš Suša

The method of communication has changed profoundly in a truly short period of time. In less than 30 years, we have gone from phone calls and messages to e-mail, video chats and, lately, to virtual reality and the Internet of Things and Services. The telecommunication industry is breaking new ground in the field of digital restructuring. On the other hand, this industry, one of the richest when it comes to data, is still not fully benefitting from the potential offered by the telecommunication industry itself, particularly when it comes to better understanding the consumers and satisfying their wishes.

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Personal care brands - now is the time to take full advantage of digital channels - iPROM - Blog -  Sašo Fleiss

Personal care brands – now is the time to take full advantage of digital channels

Sašo Fleiss

Sales of personal care products are one of the fastest growing segments of the online store, pushing the boundaries every year and achieving record returns. There are countless sellers on the World Wide Web, but only a few take the full advantage of the power of digital communication and advertising.

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B2B marketing is rapidly moving to digital channels - iPROM - Blog - Uroš Končar

B2B marketing is rapidly moving to digital channels

Uroš Končar

We live in an unprecedented time. The consequences of the pandemic have halted all aspects of the world economy for a while and created a different new normality. This has strongly influenced marketing approaches in the B2B segment, where in the past marketing was based on one of the more traditional marketing communication tools, such as events and trade fairs. Unfortunately, many of the major business events have been cancelled for 2020. What can B2B companies do and how can they overcome these challenges?

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