Despite uncertain economic conditions, digital advertising continues to grow, much like last year. Investments in digital advertising are firmly rooted in advertising budgets, driven by efficiency, measurability, real-time adaptability, and, most importantly, the ability to effectively reach today’s digitally empowered modern consumers. Therefore, it is imperative for brands to keep track of trends in media consumption, reach customers in a targeted manner and prioritise brand recall and reputation protection.
Private, independent data management platforms for first-party data of users of enterprise-owned media play an important role in protecting data and ensuring user privacy. Unlike walled gardens, which are typically controlled by a single company or organization, private data management platforms enable greater independence in advertising and control over owned data. Investing in private data management platforms has become critical for organizations looking to ensure security, privacy and ePrivacy compliance. This empowers them to manage data effectively, target and personalize marketing efforts, and increase return on advertising investments. iPROM enables its customers to do this with its iPROM Private DMP.