Simon Cetin, founder and partner at iPROM and head of the Retoba Lab, emphasized the importance of data sovereignty in digital advertising in an article for Marketing magazin. He argued that companies without the vision to build their own data ecosystems end up paying others to access and activate their own data, which in the long run puts them in a dependent position and drives up marketing costs.

Advances in artificial intelligence and machine learning are having a significant impact on the evolution of digital advertising. With sophisticated algorithms, advertisers can better understand user behaviour, predict purchase intent more accurately and create more relevant and effective advertising messages. These innovations are driving better results and an improved user experience. However, many advertisers still have limited access to their own data, which is often locked within the closed ecosystems of global platforms. In this blog, I will outline how companies that want more control over their data and greater independence in their digital advertising can use iPROM Private DMP to develop their own data management strategy.

Hyper-personalization of advertising uses advanced data technologies to create advertising messages that are precisely tailored to individual users. While we’ve been discussing this concept in digital advertising circles for some time, the use of artificial intelligence (AI) takes it to a whole new level. Rather than relying on generic ads that appeal to a broad audience, hyper-personalization enables the creation of content that responds directly to users’ unique interests, behaviors and needs.

Display advertising remains a key investment area for companies in the retail and FMCG industries. According to E-Marketer, these industries are expected to invest an increasing share of their digital advertising budgets this year and beyond. A primary driver is their focus on top-of-funnel advertising with the main objective of building brand awareness. Display advertising is particularly effective for creating a visual and emotional connection with target audiences, making it very important for consumer products like cosmetics, food, and beverages.

In a previous blog post I discussed why first-party data is the most valuable data asset today, offering companies valuable insights into their own media users to identify ad messages. Having said that, it is still important to recognize the pitfalls of relying solely on first-party data. While it allows us to better target existing customers, it falls short when it comes to reaching new potential customers, as it only reaches customers who have previously interacted with our data sources. Third-party data complements first-party data to expand reach and create opportunities to acquire new customers.

First-party data is becoming central to business processes and protecting user privacy is becoming increasingly important for companies. As third-party cookies are being phased out opportunities for targeting users are diminishing, creating new challenges for companies. They must balance the demands for personalized content with the growing need for data protection and data privacy.

Change is the only constant in digital advertising, but one core principle remains key: reaching the right user at the right time with a relevant message. First-party data has become a fundamental element in delivering more personalised and effective ad campaigns, especially when it comes to reaching and nurturing existing customers. But why is it crucial for companies to store it in private data warehouses such as iPROM Private DMP? And how can this data be used to make digital advertising more effective?

Trust is a cornerstone of successful marketing. As consumer data gains importance, companies are increasingly focusing on finding ways to build genuine and sustainable relationships with their audiences. Consent management has emerged as one of the most effective strategies in this regard, ensuring transparency, ethical conduct and compliance with data processing requirements.
This post will explore in more detail how consent management builds trust, how strategies based on explicit consent enhance marketing activities, and how the centralisation and use of first-party data fosters long-term customer relationships.

In a dynamic digital media landscape, where the number of advertising platforms is constantly increasing, ad prices are steadily rising, competition is intensifying and technological shifts present new demands, brands must adapt their strategies to overcome these challenges. In this blog post, I’ll explore the importance of top-of-funnel advertising for brands aiming for long-term growth and how these strategies help them achieve business goals effectively.

In today’s rapidly evolving business landscape, a thorough understanding of customers is becoming crucial. While traditional segmentation methods have been successful in the past, the advent of artificial intelligence (AI) has ushered in a new era where marketing success relies on micro-segments. Old segmentation methods are becoming obsolete in a world where demographics and interests are very diverse and dispersed, especially among younger generations. Companies can leverage AI to segment their customers with exceptional precision and efficiency, leading to better business outcomes.