According to a recent iPROM survey on internet users’ devices across international markets, mobile devices are becoming increasingly common for online access in South-East Europe, Germany, and Austria.

iPROM has launched iPROM Advertorial, an innovative digital advertising solution that combines the buying of ad space for advertorials with exposure through native ads. This solution allows advertisers to target users using first-party data and efficiently extend the reach of their advertorials to interested users and similar audiences.

iPROM has developed iPROM Configurator, an advanced advertising concept that allows car advertisers to effectively connect with customers during the research stage of their buying journey. It lets potential buyers virtually design a new vehicle model of their choice within the ad itself to create an interactive advertising experience with an element of gamification. The new concept has been used recently by Volkswagen in its advertising campaign for the new T-Cross model and has activated 7,500 potential buyers to explore the vehicle.

Microsoft Edge has overtaken Firefox this year to become the second most popular browser in the markets of Southeast Europe, Germany and Austria, behind Chrome as the leading web browser. In this region, users primarily access digital media content on their mobile phones, while they still use their PCs for more active consumption of digital media content. Android is the dominant mobile operating system, while Windows remains dominant on PCs, according to iPROM’s analysis of the technological characteristics of the user devices used to access digital media in Southeast Europe (Italy, Slovenia, Croatia, Serbia, Montenegro, Bosnia and Herzegovina, North Macedonia, Kosovo and Albania), Germany and Austria.

iPROM is proud to announce the launch of its new Ad-Tech solution, iPROM Private DMP. This ground-breaking platform uses advanced artificial intelligence techniques to predict user purchase intentions by combining first-party data from companies and brand-owned digital media audiences and all previous advertising activities to identify similar audiences for targeting ads on other media. Businesses can leverage this powerful tool to create highly customized and personalized campaigns that drive long-term strategic competitive advantage. This results in more accurate audience targeting, improved ad spend efficiency as well as stronger competitive advantage over time.

iPROM has launched iPROM Retail, a new service that enables advertisers to use data-driven advertising for personalised targeting across all stages of the customer journey, from awareness to purchase. Consumers, in turn, benefit from a more relevant customer experience highlighting products that really interest them. iPROM’s innovation enables advertisers to use their proprietary data effectively and securely, providing them with a significant long-term competitive edge in the era of Web 3.0.

iPROM has upgraded its iPROM Cloud technology with an advanced semantic targeting algorithm designed to look for matching website content and ad content more efficiently. The new generation of semantic targeting uses artificial intelligence to enable advertisers to match the advertising message content with the content published on digital media. It provides a higher level of relevance and brand security and improves advertising campaign results.

In 2020, iPROM’s software solutions for distributing advertising messages, iPROM recorded a 49.6% increase in the number of ads served to Slovenian digital media users compared to 2019. The retail industry again led the pack in terms of the number of ad impressions, while the health category experienced the greatest growth in share.

In July and August 2020, iPROM and Valicon conducted a study on the path to purchase of Slovenian consumers to determine how the new circumstances marked the purchasing habits of Slovenians. The results of the study, which analysed three different categories (loans, tourism, and telecommunications), show that the altered needs of the Slovenian consumer have a profound effect on the purchase intent, the path to purchase, and consumption.

The iPROM company is one of the first in the region of central and eastern Europe to receive confirmation of its compliance with the Transparency and Consent Framework 2.0, TCF 2.0 standard developed by the international organisation IAB Europe in the context of its efforts for improving the transparency of protection of consumer data. With this step, the company strengthens the common mission of the members of IAB Europe association to boost confidence in digital advertising in Europe.