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.
We live in an exciting and dynamic digital world where technological innovation, artificial intelligence and programmatic platforms constantly redefine the rules of the game in the advertising industry. Today, brands are taking on the role of value drivers in the digital crowd, ensuring the quality of products and services and attributing value to content. It comes as no surprise then that brand safety has emerged as the cornerstone of successful communication in the digital environment while advertising technology has become the holy grail of digital.
In the article for Cotrugli Business School, Maja Gorjanc, Marketing Partner at iPROM, and Žiga Komac, CRO at iPROM, focused on marketing and advertising and highlighted why it is important for companies to invest in building their own data warehouses today.