It’s been five years since the General Data Protection Regulation (GDPR) went into effect, giving us all a few extra grey hairs. But it’s important to understand that all our efforts were worthwhile, since we are only now recognising that this was an important milestone in the overall regulation of data protection and privacy. In this post, I will cover the origins of the GDPR, highlight its impact over the past five years, discuss the effectiveness of the regulation, and explain the role of iPROM Private DMP as a solution for advertisers.

Matjaž Fajfar, Expansion Manager Adriatics and DACH at iPROM, gave a presentation at the Digital Day conference hosted by IAB Serbia, highlighting the growing importance of private first-party data management platforms, independent ad tech solutions and the role of first-party data in highly effective audience targeting through programmatic advertising platforms.

For many years, third-party cookies have been an essential tool for digital marketers to gather data on consumer behaviour and personalize their advertising activities. However, with the rise of data privacy concerns and the phasing out of third-party cookies by major tech companies, marketers are scrambling for alternatives. In this new era when third-party cookies will no longer be a viable option, first-party data has become crucial for creating personalized advertising and gaining a competitive edge.