In the evolving landscape of digital advertising, first-party data remains the cornerstone of successful campaigns, but the addition of zero-party data opens up new dimensions of personalisation and targeting. While first-party data provides insights into users’ interactions with a brand, zero-party data brings a deeper understanding of consumer preferences and needs, enabling even more precise and effective advertising strategies.

Digital advertising is fundamentally changing, making first-party data more important than ever. With the phasing out of third-party data used for targeting and buying ad space across digital media properties and the increased recognition of the value of first-party data, retailers are acutely aware of its potential.

In this post, I will briefly explain what first-party data is, its importance for retailers, how they can leverage it and why it plays a key role in building retail media networks or similar company-owned media networks that can be used to market ad space to its partners and customers.

As digital advertising adapts to increased user privacy and stricter rules, the question arises: How do we target the right users without relying on third-party data? Since the traditional methods based on tracking online users are hindered by privacy requirements, advertisers and brands are now exploring new approaches that respect privacy while ensuring relevance and personalisation, which are key to success. For years, iPROM has pioneered alternative targeting methods that do not require the use of data from a third party. In this blog, we will focus on three primary methods shaping today’s digital advertising landscape.

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.

In the digital advertising world, companies must now collect and analyse data directly from their users. This shift is a result of the decline in the use of third-party cookies, long considered the cornerstone of personalised advertising. The focus is now on first-party data, which includes behavioural patterns of target audiences obtained directly from visitors to companies’ own digital platforms. Investing in the development of proprietary digital media has become essential as this strategy paves the way for more targeted and effective digital advertising. In this post, we will explore why.

In a digital advertising world dominated by fast turnaround and flexibility, it is often difficult to advocate for continuous investment in digital advertising. However, analytical data contradicts this notion. Brands that continue to invest at the top of the sales funnel over several months achieve better performance and ROI compared to those that stop after just three months.

In the world of digital advertising, data has emerged as a key tool for customer acquisition and retention. Now, more than ever, businesses need reliable and accurate data to adapt and optimise their marketing strategies. Digitally aware companies are already crafting advanced advertising strategies that successfully activate their own first-party data to reach their target audience more effectively.

In the digital age, where competition is just a click away, brands face constant pressure to stay one step ahead of the competition. Advertising technology, first-party data and artificial intelligence (AI) are at the heart of this evolution and play a key role in shaping the future of advertising and media buying. Brands that ignore these technological breakthroughs risk finding themselves in a precarious position, unable to compete in a rapidly evolving digital environment.

When we talk about the implementation of display advertising using first-party data for better targeting and personalised advertising on the open web, we inevitably have to address the question of whether it’s possible and practical to automate the entire advertising process for our clients.

We live in an exciting and dynamic digital world where technological innovation, artificial intelligence and programmatic platforms constantly redefine the rules of the game in the advertising industry. Today, brands are taking on the role of value drivers in the digital crowd, ensuring the quality of products and services and attributing value to content. It comes as no surprise then that brand safety has emerged as the cornerstone of successful communication in the digital environment while advertising technology has become the holy grail of digital.