We are increasingly talking about the split in the digital media landscape. With the development of Web 3.0, we are faced with both the open web and walled gardens. Due to the manner in which digital advertising activities are conducted, these media ecosystems, which are an important part of the web, are undergoing rapid transformation at present. In this post, I will explain the difference between the ecosystems and their unique characteristics from the perspective of digital advertising.

Advertisers want to know which advertising investments will have the greatest impact. In her blog post, Alena Selimović, an analyst at iPROM, debunks the myths and truths surrounding attribution models used in marketing. It is not always easy to identify the advertising channels where spending advertising budgets makes sense. When making marketing decisions, many rely solely on data found in Google Analytics. But to truly understand the sources of traffic to your website and sales, you should not rely solely on the ubiquitous Google solution.

Nejc Lepen, iPROM’s CTO, shed light on the evolution of Web 3.0 – a developing digital environment that presents market players with a rare opportunity every 10 to 15 years. As the development of Web 3.0 advances, it is expanding beyond current capabilities such as dynamic web content like social networks and apps. With decentralization becoming more prominent, users are now at the center of the Web, with an emphasis on their values.

Programmatic advertising is rapidly becoming the preferred choice for marketers to allocate their ad budgets. Driven by significant year-on-year growth, digital media buying has expanded to connected TV, outdoor displays and audio platforms. In 2021 alone, programmatic display advertising increased 41% in the US and 30% in Slovenia. These figures speak volumes of its efficacy as an effective and flexible option for any brand looking to reach target audiences more precisely than ever before. Let’s dive into explanation of how it works!

We can leverage data and technology to target consumers more precisely and personalize advertising messages and online campaigns. Digitally mature companies that follow a digital first strategy know how important this is if you wish to compete in today’s highly networked, data-driven and constantly changing world. In this post, I have outlined the main benefits and features of this strategy.

Retailers found themselves in the midst of the busiest shopping season of the year, when they cannot depend on the usual shopping patterns. The online purchase journey is again heavily emphasised and digital advertising is pivotal to effectively reaching the hyperconnected consumer. In this post, I’ve compiled some key tips on how to allocate your advertising resources as efficiently as possible among different digital channels during the New Year holidays and later during the January sale season while retaining your customers.

Greater control, above-average efficiency and an increased competitive advantage are the leading reasons why brands are increasingly shifting away from global technology platforms to their own media properties, content and data.

During turbulent times, the most successful companies increase their investment in display advertising. A joint iPROM and Valicon study shows that the majority of Slovenian advertisers will maintain or increase their investments in digital advertising in the future. In total, they will spend almost EUR 100 million on digital advertising in 2021, with display advertising receiving the largest slice of the pie. With the advent of advanced advertising technologies, display advertising has emerged as one of the most effective forms of advertising and gives online advertisers the most bang for their advertising buck.

According to recent research by iPROM and Valicon, display advertising is the most popular form of digital advertising, even among domestic brands. Read this post to learn about its strengths, why it’s prioritized by the leading advertisers and how it’s delivering results.

The pandemic has left its mark on all industries and many businesses worldwide and the automotive industry is among those facing major challenges. The changes impacted the supply chain and production as well as its ability to meet customer demand. To date, the industry has already adjusted to the new situation somewhat, but for its long-term recovery it will be even more important to take into account the changing consumer purchasing patterns and habits, as well as the changing media/advertising landscape.