iPROM Ad-Tech

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.

13/01/2026

How do you stay relevant when the rules of decision-making are changing? 🤔

Simon Cetin, Partner at iPROM and Founder and Head of the Retoba Laboratory, has summarised seven trends for the Slovenian Marketing Association (Drustvo za marketing Slovenije DMS) that put the focus on understanding people rather than tools.

“When the noise disappears, what truly matters comes to the fore,” Cetin points out.

👉 Read the latest article >> https://url.iprom.si/1bb

Simon Cetin shared with the Slovenian Marketing Association seven trends that will determine who remains relevant in 2026.

24/12/2025

🌟ColourFul 2026🌟
Every path matters. Make yours colourful.

Every click, every move and every thought online leaves a trace – your unique digital footprint.

At iPROM, we believe that these traces connect people and brands into authentic stories, creating opportunities for effective and personalized engagement.

In the new year, may your steps be bold, colourful and full of inspiration.

Because every journey – digital or physical – matters. 💫

17/12/2025

“Data remains the foundation, but real value is created within intelligent information ecosystems that improve autonomously.”

According to Simon Cetin, partner at iPROM and founder and head of the Retoba Lab, two decades after the statement data is the new oil, the focus is shifting. We have learned how to collect, clean and process data, but the real breakthrough lies in algorithms that operate faster, deeper and broader than ever before.

Looking ahead, he predicts a move away from data collection toward systems that connect real-world experiences and continuously improve how they understand people and their needs.

👉 Simon Cetin for Marketing magazin >> https://url.iprom.si/1b4

Simon Cetin, a partner at iPROM and head of the Retoba laboratory, commented for Marketing Magazine on how data practices have evolved over the two decades since the digital world embraced the notion that data is the new oil. In the article, he reflects on the key shifts that have shaped the modern....

16/12/2025

The use of third-party cookies is gradually declining, making personalisation increasingly dependent on the quality of first-party data and on companies’ ability to create a connected user experience.

In his latest blog post, Tomaž Tomšič, Head of iPROM Labs, explains why first-party data are the foundation of modern personalisation and shows how companies can build a holistic view of the individual through user trust, data integration and the use of artificial intelligence. 👉 https://url.iprom.si/1b1

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Personalization in a time of declining cookie usage is based on first-party data, trust between a company and its customers, and the integration of channels into a coherent user experience.

05/12/2025

At the MIXX Awards IAB Europe 2025 competition, we received three silver awards 🥈🥈🥈 for projects where the vision of our clients, the courage to explore new paths, and technologies that transform practice come together. 🏆

Together with Ljubljana Airport, Spar Slovenija, Kotányi Slovenija and the Retoba laboratory, we created solutions that demonstrate how responsible use of artificial intelligence, first-party data and agile technological infrastructure can shape more meaningful, precise and user-focused digital experiences.

Ljubljana Airport FLY 2.0, SPAR Tailormade and Kotányi AI Chef are not just projects. They reflect trust, collaboration and the ambition to build a future where technology works in the service of people.

Thank you to all partners and teams who prove every day that innovation is not a word but a practice we live together. 🩵

👉 Read more about the awarded projects here >> https://url.iprom.si/1az

At this year’s MIXX Awards Europe 2025, iPROM and its partners received three silver awards for projects.

01/12/2025

This year, Game Changer Ljubljana, the largest Slovenian conference on technological trends, opened key discussions on the future of the digital environment and the role of advanced technologies in data collection and use. Among the speakers was Tomaž Tomšič, Head of iPROM Labs, who presented how advanced data ecosystems and first party data underpin secure and reliable AI solutions.

He highlighted that robust data processes are essential for the responsible use of artificial intelligence, explaining how iPROM cleanses, structures, and anonymises data across several layers to deliver more relevant advertising while ensuring full GDPR compliance. Tomšič also pointed to emerging European initiatives that could reshape regulation and create new opportunities for personalisation and more precise profiling.

Read more about the key insights he shared and why data ecosystems are becoming central to responsible AI development.
👉 https://url.iprom.si/1av

04/11/2025

In advertising, success depends on more than just the message itself. The setting in which audiences encounter an ad is equally important. Quality media environments give messages greater credibility, capturing attention and building trust. They help shape how people perceive a brand and enhance the overall effectiveness of advertising.

In his latest blog post, Miloš Suša, Head of Digital Media Specialists at iPROM, discusses how the Brand Lift study helps measure the influence of context on brand perception and why trust in advertising comes from deliberate strategy rather than chance.
👉 https://url.iprom.si/1aq