Why is digital advertising investment in 2025 a mirror of a company's strategic maturity - iPROM - Expert opinions - Leon Brenčič

Why is digital advertising investment in 2025 a mirror of a company’s strategic maturity?

Leon Brenčič

Today, the question is no longer whether to advertise on digital channels, but whether to do so as a first and deliberate strategic choice. The focus has shifted from justifying digital advertising to evaluating the maturity and targeting of the digital approach. Businesses that do not yet recognise the importance of digital today risk losing visibility, market presence, and effectiveness tomorrow. Although market conditions are unpredictable and change rapidly, digital advertising remains a rare constant. Its value is not derived from its current popularity, but from its ability to connect data sources, advanced technologies and business objectives in real time. Compared to traditional channels, digital advertising offers faster response times, a higher degree of flexibility and more precise targeting. Today, it is a key tool for resilience and long-term growth.

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Display advertising in 2025: a tactic refreshed by first-party  - iPROM - Expert opinons - Andrej Ivanec

Display advertising in 2025: a tactic refreshed by first-party

Andrej Ivanec

Display advertising will remain the dominant form of digital advertising in 2025. Today, its role is reinforced by first-party data, artificial intelligence and new technological capabilities. Advertisers are increasingly using enriched data, predictive analytics and AI tools to segment audiences, dynamically adapt creatives and optimise media budgets in real time. This combination allows display advertising to function as a precisely targeted, measurable and effective tactic within the modern digital media ecosystem.

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Simon Cetin for Marketing magazin Winners are those who create smarter data ecosystems - iPROM - Expert opinions - Simon Cetin

Simon Cetin for Marketing magazin: Winners are those who create smarter data ecosystems

Simon Cetin

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.

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Artificial intelligence and machine learning power modern digital advertising - iPROM - Expert opinions - Tomaž Tomšič

Artificial intelligence and machine learning power modern digital advertising

Tomaž Tomšič

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.

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Hyper-personalize ads using artificial intelligence to enhance the user experience - iPROM - Expert opinions - Andrej Beširević

Hyper-personalize ads using artificial intelligence to enhance the user experience

Andrej Beširevič

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.

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Simon Cetin for Marketing magazin: Artificial intelligence creates new standards - iPROM - Expert opinions - Simon Cetin

Simon Cetin for Marketing magazin: Artificial intelligence creates new standards

Simon Cetin

Writing for Marketing magazin, Simon Cetin, Partner at iPROM and Head of Retoba, summed up the key achievements and projects that defined 2024 and outlined the trends set to shape the future of advertising in the coming years. He highlighted the innovative use of first-party data and advanced AI solutions, poised to define new standards in personalisation and user experience.

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Display-advertising-becoming-crucial-in-the-retail-and-FMCG-industry-iPROM-Expert-opinions-Andrej-Ivanec

Display advertising becoming crucial in the retail and FMCG industry

Andrej Ivanec

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.

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Data protection and consent-based marketing in response to the declining use of third-party cookies - iPROM - Expert opinions - Anže Hribar - Share

Data protection and consent-based marketing in response to the declining use of third-party cookies

Anže Hribar

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.

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Phygital in Commerce: a strategy to bridge the digital and physical worlds - iPROM - Expert - opinions - Miloš Suša

Phygital in Commerce: a strategy to bridge the digital and physical worlds

Miloš Suša

Accelerated digitalisation is increasingly forcing retailers to rethink the way they interact with consumers. Technologies like artificial intelligence, virtual reality, DOOH, and AI assistants are fundamentally transforming the retail industry and, above all, redefining how brands engage with customers. The “phygital” phenomenon, combining ‘physical’ and ‘digital’ has gained popularity in recent years. This strategy harnesses synergy and integrates physical stores with digital channels, leading to a seamless and engaging consumer experience.

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Reaching new generations through micro-segmentation and micro-targeting - iPROM - Experts opinions - Miloš Suša

Reaching new generations through micro-segmentation and micro-targeting

Miloš Suša

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.

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