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.

In today’s digital landscape, marketing strategies are evolving rapidly, with micro-segmentation and micro-targeting becoming essential for reaching new generations. The differences between Millennials, Gen Z and Gen Y present challenges, as each generation requires a different way of communicating and tailored marketing strategies. This blog post will explore why understanding these nuances is essential for success in modern marketing.

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.

Independent ad-tech solutions are crucial for designing digital advertising strategies that respect users’ privacy while allowing effective targeting and measuring the effectiveness of ad campaigns. These solutions help businesses navigate the complex landscape of digital advertising, while ensuring compliance with legislation and user expectations. In my previous blog post, I explained why first-party data is becoming more valuable and the role of data management platforms in the construction of private data warehouses by using iPROM Private DMP as an example. In this post, I will focus on how private data warehouses can be activated for more effective and personalised digital advertising in editorial media.

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.

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.

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 digital advertising ecosystem, effective targeting is crucial for the success of campaigns. The shift to first-party data and advanced AI technologies has revolutionised digital media buying. One of the highlighted approaches is lookalike modelling, or modelling based on shared characteristics using AI. This approach allows brands to target their advertising campaigns more precisely to the right audiences with a much higher likelihood of liking a brand. In this blog post, I will explain how digital media buying is done using first-party data and lookalike modelling using AI and show a practical example.

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.