iPROM Ad-Tech

07/07/2026

The biggest AI challenge is no longer technology. It is leadership.

As AI becomes accessible to every organisation, competitive advantage no longer comes from choosing the right tool. It comes from knowing how to embed artificial intelligence into decision making, organisational culture and continuous learning.

That is why an AI-first approach does not begin with platforms or algorithms. It begins with people.

In his latest blog, Miloš Suša, CEO of iPROM, explains why AI literacy, leadership and first-party data will shape the future of marketing and why the organisations that succeed will be those that treat AI as a business capability, not just another technology.

Read the full article ➡️ https://url.iprom.si/1cx

18/06/2026

Artificial intelligence is no longer a technology of the future. It is already transforming the way communication professionals work today.

At the SKOJ Conference in Portorož, Slovenia’s annual conference for communication professionals, Simon Cetin, founder and partner at iPROM and founder of Retoba Lab, explained why communicators are particularly well positioned to succeed in the age of AI.

According to Cetin, the key question is no longer whether to use artificial intelligence, but how to integrate it responsibly, strategically and effectively into everyday communication processes.

Read, why communicators are the best prompt engineers:
➡️https://url.iprom.si/1ct

05/06/2026

Artificial intelligence is changing the way people discover, evaluate and choose brands. As AI assistants increasingly provide recommendations and support decision making, visibility alone is no longer sufficient.

In his latest column for MarketingMagazine, Simon Cetin, founder and partner at iPROM and founder of Retoba Lab Lab, explains why brands will need to focus on clarity, relevance and understanding in order to remain part of the decision making process.

Marketing is no longer competing solely for human attention. It is increasingly competing for interpretation within AI systems that influence which brands are recommended and considered.

Read the full column: >> https://url.iprom.si/1cp

28/05/2026

Artificial intelligence is no longer just a tool for campaign optimisation. It is becoming the layer that transforms data into decisions, content into dialogue and communication into measurable business impact.

At the iPROM Brunch Academy, experts from marketing, communications and market research presented how first party data, conversational interfaces, artificial intelligence and advanced campaign measurement are reshaping modern marketing.

The key takeaway was clear: the future of marketing lies in connecting data, technology, creativity and user understanding into one intelligent ecosystem.

Insights and case studies were presented by Gregor Draksler (Peugeot Slovenia), Ksenija Žnidaršič Butara (Spar Slovenia), Dominika Podobnik (Fraport Slovenia), Katarina Pivk Kreft (Kotanyi Slovenia), Neli Z. Koren (Mlekerna Celeia) and Miloš Suša (iPROM).

👉 Read more: https://url.iprom.si/1cj

14/05/2026

In an era of fragmented attention, the key question is no longer only whether an ad reaches the user, but above all in what context it appears, highlights Simon Struna, Head of programatik at iPROM, in his latest blog.

Amid endless scrolling, premium editorial environments are once again gaining value, as they offer higher user attention and greater content credibility. These are the environments where brands can use first party data driven programmatic advertising to reach users more relevantly, at the right moment and in the right context.

Today, we are no longer competing only for reach, but for trust, attention and relevance. Context and content are therefore once again becoming an important part of the advertising message and one of the key factors of effective digital advertising.

Read more in the blog. 👇

Why context for advertising in premium media drive ad effectiveness and how programmatic and data improve campaign performance and brand perception.

14/04/2026

For years, we heard that social media would replace editorial media. It didn’t, but it became strong competition.

Now we hear that AI will change how we consume content. True, but this is not a replacement, it’s a transformation.

There’s more content than ever. But users are not more superficial. They search, compare, and when something truly interests them, they read.

In a world of too much information, trust becomes key. That’s why editorial media are gaining importance again. As Nejc Lepen, Chief Information Officer at iPROM, explains in his latest blog.

👉 Read more: >>

How artificial intelligence is increasing the value of premium media and why trust and context are becoming key to effective digital advertising.

19/03/2026

Marketing today no longer just needs data.
It needs a model that connects data to actual revenue. 📊

In digital advertising, we often measure clicks, impressions, and reach. Much less often, however, do we have clear insight into how marketing truly impacts business results.

In a new blog post, Dejan Levičar, a digital media specialist at iPROM, explains how we connect first-party data, media interactions, and artificial intelligence into a unified data model that enables advertising optimization based on real business events.

If you’re interested in how data infrastructure can link marketing to measurable growth, you’re invited to read more.

Read the blog 👉

How iPROM connects first party data, media interactions and attribution into a unified model for advertising optimization and measurable revenue growth.

19/02/2026

🤖🧠 When artificial intelligence moves from being a tool to shaping creativity itself, things get interesting.

In his latest column for Marketing magazin, Simon Cetin, founder of iPROM & Retoba Lab, explores how an AI generated song reached the top of the Billboard charts. No traditional artist. No studio. No classic production process.
This is not about AI replacing humans. It is about a shift in creative roles. The value no longer lies in access to technology, but in the ability to guide it with intent, taste and understanding.

Why this matters for marketing, creativity and content creation is explored in the full column.✍️🎨

👉 Read more: >>

How an AI-created country song topped Billboard. Walk My Walk explores prompts, authorship and cultural change. By Simon Cetin, iPROM and Retoba founder, for Marketing Magazin.

05/02/2026

🚀 Programmatic advertising in 2026: fewer illusions, more control

Programmatic advertising is entering a more mature phase. Automation alone is no longer the goal. Transparency, data quality and clear control over media investments are becoming the key priorities.

The year 2026 will be defined by a stronger focus on first-party data, more deliberate technology choices and a more nuanced understanding of campaign performance. There will be less room for one-size-fits-all solutions and more emphasis on strategies driven by real business outcomes.

👉 What does this mean for advertisers and how should they prepare? These questions are addressed by Simon Struna, Head of Programmatic at iPROM, in his latest blog.>>

In recent years, digital advertising has been growing in all directions: with significant budget increases and a proliferation of new channels, formats, and technologies. This has brought us to a point where quantity is no longer the issue. What matters most now is how effectively all of this is man...

15/01/2026

Simon Cetin, Partner at iPROM and Founder and Head of the Retoba Laboratory, on the future of digital advertising for Marketing magazin 👇

Owned data, independent infrastructure and the considered use of artificial intelligence remain the foundation of long-term value. Looking ahead, the focus is on co-creating the next phase of the digital economy together with partners.

Learn more about the vision and strategic development directions in the latest Marketing magazin overview >> https://url.iprom.si/1bc

Simon Cetin highlighted key shifts shaping digital advertising and the wider digital economy in Marketing magazin as part of its 2025 year-in-review.