In today's age of technological transformation, data protection and privacy are becoming essential for the success of brands in advertising. Marketers must prioritize privacy strategies in their marketing initiatives due to changes in legislation and increased consumer expectations. Businesses must be aware that data protection is not only a legal requirement but also crucial for gaining and maintaining the trust of consumers. Nowadays, people are more aware that their data is valuable and they are unwilling to share it with technology solution providers at any cost.

How do privacy and data protection affect brand success in the digital age? - iPROM - Expert opinions - Tomaž Tomšič

A proactive privacy strategy builds trust with your customers

In the digital age, consumer trust is closely linked to their data protection and privacy strategy. Our experience of running advertising campaigns in recent years highlights that getting privacy right yields benefits for consumers as well as businesses. Brands that provide their customers a sense of control and surpass expectations in terms of data protection can enhance their popularity and consumer trust.

This means brands need to go beyond the basics and provide a genuinely positive privacy experience. This involves clearly communicating to individuals the reasons for collecting their data, its purpose, and how it enhances their user experience. These elements collectively promote transparency and establish trust with customers. Such an approach not only fosters consumer trust but also amplifies marketing effectiveness, creating a win-win situation for both consumers and brands.

Ethical use of first-party data to protect privacy - iPROM - Expert opinions - Tomaž Tomšič

Ethical use of first-party data to protect privacy

To tackle growing privacy concerns and stricter regulations, it is essential to prioritize strategies that focus on developing first-party data while upholding consumer privacy. The use of ethically collected first-party data and technologies such as artificial intelligence can improve return on investment and build consumer trust.

By selecting secure and privacy-focused technology solutions for advertising, such as iPROM Private DMP, companies can build their own data warehouses to manage first-party data collected with explicit user consent for digital advertising purposes. When this data is analysed with artificial intelligence, companies can predict consumers’ purchasing intentions. This, in turn, enables more precise targeting and tailoring of advertising content to meet users’ needs.

Combining privacy and efficiency with first-party data - iPROM - Expert opinions - Tomaž Tomšič

Combining privacy and efficiency with first-party data

At iPROM, we believe that using independent analytics tools can help companies better understand consumer behaviour and optimize their marketing strategies through a comprehensive assessment of the benefits and interdependencies of various advertising channels.

Our analysis of the effectiveness of advertising campaigns reveals that using first-party data with iPROM’s Private DMP technology solution is more effective than relying on third-party data.
We compared campaigns where we used first-party data for buying audiences in digital media with campaigns that used third-party data. Our findings show that targeting with first-party data led to an 18% higher response rate (CTR). These results demonstrate that respecting privacy pays off in this regard as well.

The evolution of digital advertising strategies in the age of artificial intelligence - iPROM - Expert opinions - Tomaž Tomšič

The evolution of digital advertising strategies in the age of artificial intelligence

With the ongoing rise of artificial intelligence, privacy concerns are also on the rise, fuelled by fears of data exploitation. However, the European Economic and Social Committee (EESC) believes that these concerns are primarily the result of a lack of understanding among the general public, particularly regarding the use of AI technology in advertising.

Since 2018, iPROM has used artificial intelligence, machine learning, and deep learning methods to process big data, target audiences, and personalise advertising campaigns. Our algorithms and machine learning techniques enable us to deliver digital media ads to the right audience, at the right time, and on the right device.

The effectiveness of AI-based advertising relies on the quality of the input data. Organising first-party data into a logical structure is crucial for AI to deliver better value. In-depth data management and analysis that focus on privacy and efficiency ensure marketing strategies align closely with the company’s business objectives. This approach maximises campaign ROI while ensuring compliance with ethical standards and privacy requirements. Even with the incorporation of AI, client data remains secure in their private data vault through iPROM Private DMP solutions.

Privacy as a fundamental component and differentiator

Integrating a culture of privacy into corporate identity can create new opportunities for differentiation in the marketplace. Investing in data protection, transparent privacy policies, and compliance with regulations can foster customer trust and loyalty, positioning the company as a leader in responsible personal data management. According to Info House, Slovenia ranks among the Member States with the lowest number of fines for breaches of GDPR and Electronic Communications Act. This suggests that Slovenian companies are already aware of this issue and are following the ‘privacy first’ trend.

In modern marketing, every interaction with a brand is an opportunity to strengthen relationships, underscoring the importance of proactive privacy management. Successful brands are adopting this strategy to ensure regulatory compliance and position themselves as responsible and trusted partners for consumers. This strategy bolsters their market standing and drives brand success in the digital age.


About author

Tomaž Tomšič is a senior advisor and head of the iPROM Labs. As head of iPROM Labs, he has been researching new advertising and communication technologies for more than a decade. He has been a full-time employee of iPROM practically since its founding, which says a lot about him. He spends his spare time researching analytical methods for big data processing and exploring 3D printing technologies. He believes that by combining these technologies, the human species will be able to live and exist on other planets in the future. In his free time, Tomaž is also a passionate runner and participates in marathons.