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.

Programmatic advertising has experienced substantial growth in recent years. According to Statista, the global programmatic advertising market was worth $558 billion in 2023, marking an 11% increase in investment in programmatic digital advertising compared to the previous year. This growth reflects the evolving digital landscape and advertisers’ increasing trust in programmatic platforms. It highlights the maturity of the sector and the significant role it will play in the future of digital advertising. Below are the key programmatic advertising trends that I predict will shape the current year.

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 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.

In the article for Cotrugli Business School, Maja Gorjanc, Marketing Partner at iPROM, and Žiga Komac, CRO at iPROM, focused on marketing and advertising and highlighted why it is important for companies to invest in building their own data warehouses today.

In an interview with Media Marketing, Matjaž Fajfar, Expansion Manager for Adriatics and DACH at iPROM, outlines iPROM’s mission and strengths, discusses the growing importance of independent advertising technology solutions, and explains why the open web has become a fundamental ecosystem for powerful brands.

In the first quarter of 2023, the European economy showed encouraging growth indicators, but growth is slowing somewhat due to an uncertain macroeconomic environment and various factors affecting consumer sentiment. In Slovenia, economic growth has slowed compared to the last quarter of 2022. Inflation rates remain high and prices for goods, energy products and services are also rising. This could lead to declining consumer sentiment and a reduction in the consumer confidence indicator later in the year. We live in volatile times, and no one can predict what the second half of the year will bring.

It’s been five years since the General Data Protection Regulation (GDPR) went into effect, giving us all a few extra grey hairs. But it’s important to understand that all our efforts were worthwhile, since we are only now recognising that this was an important milestone in the overall regulation of data protection and privacy. In this post, I will cover the origins of the GDPR, highlight its impact over the past five years, discuss the effectiveness of the regulation, and explain the role of iPROM Private DMP as a solution for advertisers.

Matjaž Fajfar, Expansion Manager Adriatics and DACH at iPROM, gave a presentation at the Digital Day conference hosted by IAB Serbia, highlighting the growing importance of private first-party data management platforms, independent ad tech solutions and the role of first-party data in highly effective audience targeting through programmatic advertising platforms.