Nejc Lepen for Delo: When an airport becomes an advertising medium - iPROM - News

When an airport becomes an advertising medium

Nejc Lepen

The digital transformation of the media inventory of Ljubljana Jože Pučnik Airport is an example of good practice for monetizing proprietary media assets.

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TCF v2.0 for publishers - 7 reasons why to adopt it - iPROM - Blog - Simon Struna

TCF 2.0 for publishers – 7 reasons why it is recommended

Simon Struna

Since the introduction of the General Data Protection Regulation (GDPR), publishers met with immersive challenge of adapting new data protocols. To make the challenge easier, Interactive Advertising Bureau (IAB) designed a Transparency and Consent Framework (TCF), so publishers and ad vendors could continue to use digital advertising while providing consumers more control and privacy over their data.

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Brand protection and safety as important benefits of display advertising during the epidemic - iPROM - Expert opinions - Andrej Ivanec

Brand protection and safety as important benefits of display advertising during the epidemic

Andrej Ivanec

During the epidemic, display advertising was the most prevalent form of advertising, among other things because it offered brand protection and safety.

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Yield optimization for publishers – 8 Best tips and techniques - iPROM - Blog- Simon Struna

Yield optimization for publishers – 8 Best tips and techniques

Simon Struna

As a publisher, operating based on the advertising business model, your bottom-line goal is to get the highest yield for every ad impression. Yield management is all about that, meaning selling ad inventory to the right customer, at the right time, for the highest possible price.
Nevertheless, yield optimization is becoming more and more complex and technically difficult. Perfecting a yield optimization strategy can take time, skill and endless testing. But there are some tips that every digital publisher can implement before diving into the super technical details.

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Contextual intelligence is becoming increasingly important in advertising - iPROM - Expert opinions - Tomaž Tomšič

Contextual intelligence is becoming increasingly important in advertising

Tomaž Tomšič

As data protection restrictions tighten, advertisers are becoming more aware of the importance of ethical and transparent data use. The Transparency and Consent Framework 2.0 (TCF 2.0) went into effect on 15 August, encouraging publishers and providers of advertising technology solutions to be more transparent about consumer data protection. On the other hand, it has given users of digital media greater control over what information they share and with whom. As various regulations on consumer data privacy and protection restrict the access to third party, a more precise version of contextual targeting, i.e. contextual intelligence, is becoming more popular.

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How to predict changes in purchasing habits and why do we talk about data so much - iPROM - Expert opinions - Igor Mali

How to predict changes in purchasing habits and why do we talk about data so much?

Igor Mali

No textbook could have predicted the times in which we live and do business. COVID-19 certainly influences our purchasing habits, making it difficult for companies to forecast consumer behaviour. Therefore, data has become even more important than before because it helps you better understand your customers’ needs and respond accordingly. To help you achieve better results, I am providing the answers to some of your questions.

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Outdoor digital advertising is an opportunity to reach your customers more effectively - iPROM - Expert opinions - Nejc Lepen

Outdoor digital advertising is an opportunity to reach your customers more effectively

Nejc Lepen

As consumer behaviour has become more volatile, it is increasingly important to attract their attention at the right time with the right message. In line with this, we are seeing growing investments in programmatic advertising, which is no longer limited to digital media but is being actively shared to other digital devices that are part of the Internet of Things (IoT). Digital screens for outdoor advertising are also an increasingly important part of this system, capturing consumers’ attention at various points of interest – from shopping malls to airports and shops. In addition to the fact that these solutions make it much easier to change creative solutions compared to traditional outdoor advertising, the ability to use data offers a key step towards greater efficiency.

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Leon Brenčič writing for Marketing magazin: Where should your budget go this autumn and which investments into digital channels will pay off? - iPROM - News

Leon Brenčič writing for Marketing magazin: Where should your budget go this autumn and which investments into digital channels will pay off?

Leon Brenčič

In his column for the September issue of Marketing magazin, Leon Brenčič, Client Service Director at iPROM, explored how to use effective advertising to maintain stable business over the final and decisive quarter.

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Databases today are key to agility and efficiency and the execution of advertising campaigns - iPROM - Blog - Tomaž Tomšič

Databases today are key to agility and efficiency and the execution of advertising campaigns

Tomaž Tomšič

In the Industry 4.0 era, database architecture is one of the factors of a company’s success in the modern market. The ability to adapt data models, the flexibility to introduce new databases and the speed of (re) interpretation of large amounts of data in order to promote business agility and innovation is something that the market is relentlessly demanding. In a programmatic digital media ecosystem, responsive databases are key to the success of advertising campaigns and their real-time optimisation.

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Contextual targeting: Make sure your ads appear next to the right content - iPROM - Blog - Mateja Zupan

Contextual targeting: Make sure your ads appear next to the right content

Mateja Zupan

Contextual targeting is the approach that online advertisers use and have known for a long time. It has been set as a standard in iPROM for a long time. Why has it become even more important today? And why are the experts attaching even greater importance to it in the coming years? If we combine the growing importance of brand security and ad serving with relevant content with performance, the answer is clear. This advanced form of targeting based on content or media platform, device, time and location offers space to advertisers for more precise user addressing with the right user-tailored content.

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