
Harnessing Multi-Channel Data-Driven Marketing Strategies with 1st Party Data
Marketing and advertising are evolving quickly in response to increasingly rapid changes in user behaviour and agile responses by companies that are increasingly aware of the importance of privacy and quick adoption of new technologies. Businesses respond to these trends and the needs of the environment are increasingly employing strategies that put the consumer first and create sustainable value for everyone involved in the marketing process – consumers, brands, publishers and technology partners. In this blog post, I will focus on how critical it is to understand how advertising fits into the entire purchasing journey of the consumer, which has become highly intertwined, multi-channel, and full of opportunity for conversion at every point of contact.

Why Brands Should Build Their Own Private Walled Garden for Digital Advertising: The Benefits of Leveraging First-Party Data and iPROM’s Private DMP Solution
Brands are increasingly looking for ways to take control of their digital advertising and marketing in order to ensure that their ad spend is being used effectively. Building a private walled garden can provide them with the data they need to make informed decisions about how and where to spend their advertising budget. A walled garden can be defined as a closed system or network where user content and activities are restricted to the boundaries of the garden.

How Fraport Slovenija’s Private Walled Garden Campaigns Are Consistently Producing Excellent Results and a Cost-Effective Return on Investment
Imagine being able to effectively address a predefined audience according to their interests and improve the effectiveness of advertising campaigns by using the perfect message at the right moment. This is exactly what Fraport Slovenia, the operator of Aerodrom Ljubljana, is now able to accomplish with their walled garden campaigns.

Eliminating Bias in Ad Targeting: How iPROM Private DMP is Leading the Way
Ad targeting has long been plagued by bias, with traditional methods relying on assumptions about demographics and failing to accurately represent the diverse and changing nature of modern consumers. As a result, many brands have struggled to reach and engage their target audience effectively, fuelling frustration and the rise of ad blocking technologies. However, iPROM Private DMP is here to change the rules to this game.

Overcome Advertising Targeting Bias with First-Party Data
The importance of first-party data in digital advertising is growing as marketers become increasingly aware of the potential biases and limitations of relying on third-party data. First-party data provides businesses with a more accurate picture of their audiences, allowing them to better understand their customers’ needs and interests before launching campaigns. In addition to improving targeting accuracy, this also reduces the risk of bias in advertising. How? I introduce some examples in this blog.

The Importance of First-Party Data in Digital Advertising: Understanding the Differences Between First-, Second-, and Third-Party Data
Have you ever thought about the different types of data used in digital advertising? If so, you’re not alone. In today’s digital world, data plays a crucial role in marketing efforts, and it’s important to understand the different types of data that are available and their potential applications.
In this blog post, we’ll be exploring the differences between first-party data, second-party data, and third-party data.

Unlocking the Power of the Open Web: How to Boost Your Brand and Advertising Strategy with iPROM Private DMP and Programmatic Platform
In a previous blog post, Miha Rejc, Head of Digital Strategy at iPROM, explained the difference between the media that are part of the so-called open web and the platforms that are also called walled gardens, where user data and their responses to advertisements are only available to the managers or owners of these platforms. He highlighted the key benefits that the open web offers to advertisers, such as agility, data connectivity, and transparency. He also emphasized the user-side understanding of the differences and why savvy advertisers and successful brands understand that the open web is key for any effective digital advertising strategy.

Discover the Power of Choosing Your Own Path: How the Open Web Empowers Advertisers
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.

Expert Debunks Myths and Truths about Attribution Models in Marketing: Why Relying Solely on Google Analytics Can Be Misleading and How Advanced Attribution Models Can Give a More Accurate Understanding of the Impact of Display Ads
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.

WEB 3.0: Such an opportunity only comes around once every 10 to 15 years
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.
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