Growing privacy concerns are challenging consumer trust in digital advertising, while e-privacy and data management regulations are becoming increasingly stringent. Companies are looking for new ways to cultivate customer relationships based on transparency and respect for user and regulatory privacy. The concept of ‘privacy-first’ has become necessary due to consumer expectations and regulatory frameworks. iPROM is a key player in this new era of advertising, focusing on independent advertising solutions that protect the privacy of online users.

New milestones for advertising in a privacy-first world - iPROM - Expert opinions - Maja Gorjanc

Marketers must adapt to this new, constrained environment to achieve their goals successfully. This success requires several key strategies that everyone working in digital communications and advertising should be aware of.

Transparent Data Usage

Starting with the basics, transparency is key. Consumers want to know how their data is collected and used. Advertisers must not only be transparent about their data collection practices but also provide clear and understandable information. Legal experts recommend that companies communicate openly with consumers about how they use their data. By articulating clear benefits of sharing data, companies can build trust and ensure authentic communication.

GDPR and the Electronic Communications Act require advertisers to collect user data transparently and clearly. In digital advertising, this requires clear intent and explicit user consent. First-party data, collected transparently, has significant value when it comes to analytics and effectively reaching the target audience with advertising. This is particularly relevant as third-party data is being phased out.

Treating Customers as Individuals - iPROM - Expert opinions - Maja Gorjanc

Treating Customers as Individuals

Personalised customer experiences are crucial to the success of digital media activities. Nevertheless, it is important to respect the privacy of individuals. This means treating customers as complete individuals, not merely as data points to drive conversions. Gaining insights into customers’ broader interests and purchase intentions through first-party data enables a communication approach that centres on their individuality while respecting their privacy.

Solutions that enable us to understand consumer intent and manage customer data while complying with the highest standards of privacy include Data Management Platforms (DMPs) and Consent Management Platforms (CMPs). At iPROM, we have taken our technology solutions a step further by enabling our clients to build private data silos using iPROM Private DMP technology. Our objective is to uphold privacy principles to the highest extent possible.

Using First-Party Data to Achieve a Multi-Channel Approach - iPROM - Expert opinions - Maja Gorjanc

Using First-Party Data to Achieve a Multi-Channel Approach

A multi-channel or omnichannel approach involves engaging with customers across multiple touchpoints. Companies can use first-party data to provide customers with a connected experience across the brand’s own media properties, such as physical stores, websites, and apps. This approach delivers a seamless brand experience. Consistent integration of the message across all brand-owned channels builds consumer trust and increases the likelihood of purchase. Consistency also reduces communication noise and improves comprehension.

It has become crucial for companies to collect reliable and accurate information about their customers and then protect this information as their most important digital asset. Using first-party data allows companies to optimise their marketing approaches in unprecedented ways. Digitally mature companies that are data-empowered are already creating highly sophisticated advertising strategies that effectively leverage first-party data to better target and engage their audiences.

Managing First-Party Data with iPROM Private DMP - iPROM - Expert opinions - Maja Gorjanc

Managing First-Party Data with iPROM Private DMP

A Data Management Platform (DMP) is a core privacy-focused solution that companies can use to manage their first-party data effectively. This independent technology solution ensures that data is stored securely and used ethically, while also empowering advertisers to establish deeper and more meaningful connections with their customers. Our clients use iPROM Private DMP to provide personalised experiences while maintaining user privacy, which is essential in a world where privacy is of utmost importance.

Why Prioritise Privacy?

This year is a significant milestone in digital marketing and advertising, as Google has announced it will phase out third-party cookies in Chrome. This is significant because Google’s web browser still commands a dominant market share in Slovenia with 56%, according to iPROM’s 2023 analysis of the technological characteristics of devices used to access digital media. Safari and Firefox have already banned the use of third-party cookies. iPROM is a leading advertising technology company that develops independent advertising solutions. We combine first- and third-party data to deliver effective advertising solutions. This approach ensures that we are well-positioned for technological and regulatory changes. Our clients can trust us during the transition into the digital advertising era following the abolition of third-party cookies.

In my next blog post, I will discuss the importance of utilizing additional independent advertising technology solutions to facilitate effective first-party advertising strategies.


About author

Prior to becoming an independent entrepreneur, Maja Gorjanc was the Director of Corporate Communications and Marketing at iPROM. Her previous experience includes work at Celjski sejem, Pristop, and Adrema. Before joining iPROM, she was responsible for managing product marketing and brand development at Akrapovič. Our partnership with Maja today involves event organization and research. She is also contributing her extensive experience and knowledge to help us develop and design complex communication and marketing strategies.