Author: Tomaž Tomšič
The advancement of artificial intelligence and machine learning is significantly impacting the development of digital advertising. Advertisers can use advanced algorithms to better understand user behavior, more accurately predict purchasing intent, and create more relevant and effective ad messages. These technological changes enable better results and an improved user experience.
Despite progress in digital advertising, many advertisers still have limited access to their own data, as it is often stored within the closed ecosystems of global platforms. In this blog, I will present how companies that want greater control over their data and more independence in digital advertising can build their own data management strategy using iPROM Private DMP.
iPROM Private DMP Increases Cost-Efficiency of Advertising Campaigns
iPROM Private DMP is a customized solution designed for advanced and premium advertisers who recognize long-term competitive advantage in data. The platform allows companies to connect their first-party data with data from digital media and past advertising activities across all digital channels. In doing so, it creates personalized models for prediction, segmentation, and targeting, supported by state-of-the-art artificial intelligence and machine learning methods.
With this solution, advertisers overcome the limitations of external platforms and establish their own databases. Instead of being restricted to predefined segments of global systems, iPROM Private DMP enables the creation of fully customized target groups that reflect the company’s business model, seasonal trends, and unique consumer behavior patterns. This leads to data independence, optimized use of proprietary data, and improved advertising campaign efficiency—paving the way toward data sovereignty and better long-term ROAS (Return on Advertising Spend).
In addition to immediate optimization of advertising investment efficiency (ROAS), the platform also enables long-term enhancement of the advertiser’s data value. Through more precise data management and targeting, companies gain greater control over their advertising strategies and develop a more autonomous and efficient approach to digital advertising.
Real-Life Examples: How Artificial Intelligence and First-Party Data Are Shaping the Future of Digital Advertising
Successful implementations of iPROM Private DMP in practice demonstrate how data-driven strategies deliver measurable business results and optimize digital advertising activities:
- Sparkasse Bank improved new client acquisition with the help of data. By using iPROM Private DMP, it connected its own data sources and developed models that recognize key behavior patterns of potential clients. As a result, it achieved over 40% new clients and significantly improved the relevance of ad messages, as they were based on users’ real needs and interests.
- MERKUR accelerated its loyalty program using data. With iPROM Private DMP, the retailer identified potential loyalty program members and tailored messages to their expectations. As a result, it gained over 80,000 new members and significantly increased downloads of its mobile app.
- Fraport Slovenia established its own advertising platform to improve ROAS. By using iPROM Private DMP, Ljubljana Airport developed its own advertising platform that targets travelers and achieved a cost-per-sold airline ticket of under two euros. This case demonstrates how advanced data use and ownership can directly contribute to business results that were unthinkable just a few years ago.
- T-2 increased advertising efficiency through a data-driven strategy. By using dynamic targeting based on ISP data to precisely reach users and iPROM Private DMP to tailor ad messages to their needs and behavior patterns, T-2 improved advertising efficiency by 27 percentage points. The campaign was seven times more effective than previous approaches and achieved 95% accuracy in reaching the target audience.
More and more real-world examples confirm that data-driven advertising is not just the future—it is already a core component of modern advertising strategies that provide companies with greater efficiency, better control over strategies, and improved advertising results.
iPROM Private DMP Enables Greater Control and Long-Term Data Value
iPROM Private DMP goes beyond the role of a classic digital advertising tool and represents a strategic solution for companies seeking to optimize management of their own data and overcome the limitations of existing advertising platforms. Every advertising campaign becomes an opportunity to upgrade internal data models, allowing companies to make better predictions, segment target groups more effectively, and execute more successful marketing activities.
This solution is primarily intended for advanced and premium advertisers who recognize long-term competitive advantage in a data-oriented strategy. However, at iPROM, we are also directing our vision toward broader accessibility of data management technology. In the future, even smaller clients will need greater control over their data and independence from external platforms. Therefore, we are striving to develop solutions that enable a gradual transition toward data independence and improved advertising strategy efficiency across all market segments.
