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.

A new analysis of the technological characteristics of devices used by Internet users to access digital media shows that in the period from June 2019 to June 2020, 74% of all access to digital media was conducted via mobile devices. The average monthly reach of digital media increased by 32% in the analysed period.

In 2020, Slovenian online advertisers will spend the most on display advertising. The study carried out by iPROM and Valicon among 220 Slovenian advertising and marketing decision-makers shows the effectiveness of digital advertising continues to be the key driver behind its adoption. The key findings of this year’s survey of Slovenian companies’ attitudes towards digital advertising reveal that while specialized digital advertising agencies are growing in importance, companies still rely primarily on their internal data when planning advertising activities in digital media.

An analysis of media consumption which was performed at iPROM at the end of March, recorded an average 59 percent growth of average daily reach and a 78 percent increase in daily visits of digital media in the Adriatic region.