Know the true value of first-party data - iPROM - Expert opinions - Dejan Levičar

Know the true value of first-party data

Dejan Levičar

Consumers increasingly value privacy and personalised treatment, making it necessary for companies and brands to take control of their own first-party data. Rather than relying on external sources such as third-party cookies, companies need to focus on the data they collect directly through user interactions. First-party data provides a valuable basis for creating personalised experiences and improving the effectiveness of future marketing strategies.

Read more
First-party data is the foundation for effective targeting and personalisation of digital advertising - iPROM - Expert opinions - Tomaž Tomšič

First-party data is the foundation for effective targeting and personalisation of digital advertising

Tomaž Tomšič

Change is the only constant in digital advertising, but one core principle remains key: reaching the right user at the right time with a relevant message. First-party data has become a fundamental element in delivering more personalised and effective ad campaigns, especially when it comes to reaching and nurturing existing customers. But why is it crucial for companies to store it in private data warehouses such as iPROM Private DMP? And how can this data be used to make digital advertising more effective?

Read more
Building trust with digital media users starts with consent management - iPROM - Expert opinions - Anže Hribar

Building trust with digital media users starts with consent management

Anže Hribar

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.

Read more
The role of data-driven advertising in the top of the funnel for long-term brand growth - iPROM - Expert opinions - Leon Brenčič

The role of data-driven advertising in the top of the funnel for long-term brand growth

Leon Brenčič

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.

Read more
Phygital in Commerce: a strategy to bridge the digital and physical worlds - iPROM - Expert - opinions - Miloš Suša

Phygital in Commerce: a strategy to bridge the digital and physical worlds

Miloš Suša

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.

Read more
Using advanced advertising technology and artificial intelligence for effective micro-segmentation - iPROM - Experts opinions - Tomaž Tomšič

Using advanced advertising technology and artificial intelligence for effective micro-segmentation

Tomaž Tomšič

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.

Read more
Reaching new generations through micro-segmentation and micro-targeting - iPROM - Experts opinions - Miloš Suša

Reaching new generations through micro-segmentation and micro-targeting

Miloš Suša

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.

Read more
Combining first-party and direct data for more effective digital advertising - iPROM - Experts opinion - Tomaž Tomšič

Combining first-party and zero-party data for more effective digital advertising

Tomaž Tomšič

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.

Read more
First-party data in retail - fuel for new revenue streams across retail media networks - iPROM - Experts opinions - Miloš Suša

First-party data in retail – fuel for new revenue streams across retail media networks

Miloš Suša

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.

Read more
Independent Advertising Technology Solutions Are the Basis for Privacy-First Advertising - iPROM - Expert opinions - Maja Gorjanc

Independent Advertising Technology Solutions Are the Basis for Privacy-First Advertising

Maja Gorjanc

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.

Read more