In advertising, context shapes the value of the message. The environment in which an ad appears determines how the audience reads and understands it. Research shows that brands appearing in trusted, high-quality premium media environments earn greater consumer trust, stronger associations, and higher purchase intent. Quality media, through editorial integrity, user experience, and appropriate ad placement, creates conditions in which advertising achieves higher effectiveness. The key question is how to measure this effectiveness and incorporate it into campaign planning.

V oglaševanju kontekst oblikuje vrednost sporočila. Okolje, v katerem se oglas pojavi, določa način, kako ga občinstvo bere in razume. Raziskave kažejo, da blagovne znamke v zaupanja vrednih in kakovostnih medijskih okoljih pridobijo večje zaupanje potrošnikov, močnejše asociacije in višjo nakupno namero. Premijski mediji s svojo uredniško integriteto, uporabniško izkušnjo in ustrezno umeščenostjo oglasov ustvarjajo pogoje, v katerih oglaševanje doseže večjo učinkovitost. Ključno vprašanje je, kako to učinkovitost meriti in vključiti v proces načrtovanja kampanj.

V digitalnem okolju je pozornost uporabnikov postala ena najredkejših in najdragocenejših valut, ki jo danes merimo v sekundah. V kratkem intervalu se na strani oglaševalcev odvije niz mikroodločitev – katera vsebina bo izbrana, kdaj bo prikazana in prek katerega kanala bo dosegla uporabnika. Prehod od statičnih in enosmernih oglaševalskih akcij k dinamičnim, večkanalnim ter podatkovno podprtim akcijam v realnem času se je uveljavil kot nujen del sodobnega trženja. Na pomen takšnega preoblikovanja opozarja tudi analitični članek svetovalnega podjetja McKinsey Naslednja stopnja personaliziranega marketinga. V njem avtorji ugotavljajo, da je uspeh digitalnih kampanj vse tesneje povezan z zmožnostjo blagovnih znamk, da uporabnika dosežejo s pravim sporočilom v pravem trenutku. Personalizirana in pravočasna ponudba tako ne predstavlja le nadgradnje obstoječih praks, temveč se potrjuje kot trajna konkurenčna prednost.

In today’s digital landscape, user attention has become one of the rarest and most valuable currencies, measured in just seconds. In this brief window, advertisers make a series of micro-decisions: which content to select, when to display it, and through which channel to deliver it. The shift from static, one-way advertising campaigns to dynamic, multi-channel, data-driven campaigns delivered in real time has become an essential part of modern marketing.
The importance of this transformation was also highlighted in an analytical article by consulting company McKinsey Unlocking the next frontier of personalized marketing. In it, the authors emphasize that the success of digital campaigns increasingly depends on a brand’s ability to reach users with the right message at the right moment. Personalized and timely offers are not merely an upgrade of existing practices but are becoming a sustainable competitive advantage.

The European Commission’s decision to fine Google €2.95 billion for abusing its dominant position in advertising technology is more than a legal measure. It represents an opportunity to reshape the future of programmatic advertising in Europe and our region. Rather than being just another penalty, it signals a move towards a more transparent, fair, and innovative digital advertising ecosystem, in which publishers and advertisers will gain greater influence and independence.

Evropska komisija je Googlu zaradi zlorabe prevladujočega položaja na področju oglaševalskih tehnologij naložila globo v višini 2,95 milijarde evrov. Gre za odločitev, ki presega pravni okvir, saj odpira priložnost za preoblikovanje programatičnega oglaševanja v Evropi in širši regiji. Ne gre samo še za eno kazen, ampak odločitev, ki nakazuje smer k bolj preglednemu in pravičnemu digitalnemu oglaševalskemu ekosistemu, v katerem bodo založniki in oglaševalci pridobili večjo vlogo in večjo neodvisnost.

At this year’s Digital Communication Awards ceremony in Berlin, the Kotányi AI Chef project won the gold award in the AI Communications & Content Creation category, while the Ljubljana Airport FLY project secured third place in the AI Strategy & Analytics category. The Kotányi AI Chef project was developed in collaboration between Kotányi Slovenia and Retoba laboratory, while Ljubljana Airport FLY is the result of a partnership between Fraport Slovenia and iPROM.

Evropska komisija je Googlu izrekla globo v višini 2,95 milijarde evrov zaradi ugotovitev, da podjetje na trgu spletne oglaševalske tehnologije zaseda prevladujoč položaj. Preiskava je pokazala, da so bila Googlova orodja DoubleClick, Google Ads in DV360 uporabljena na način, ki je zagotavljal prednost lastni oglasni borzi AdX, kar je vplivalo na konkurenčne pogoje v oglaševalskem ekosistemu. Ker bo odločitev Evropske komisije verjetno vplivala tudi na prihodnje razmere v digitalnem oglaševanju pri nas, je Marketing magazin preveril mnenja slovenskih strokovnjakov o njenem pomenu za domači trg.

The European Commission has imposed a €2.95 billion fine on Google after finding that the company holds a dominant position in the digital advertising technology market. The investigation revealed that Google’s tools – DoubleClick, Google Ads and DV360 – were used in a way that gave preferential treatment to its own AdX exchange, affecting competitive conditions in the advertising ecosystem. Since the Commission’s decision is also likely to influence future developments in digital advertising in Slovenia, Marketing Magazin sought the opinions of local experts on its implications for the domestic market.

Na letošnji podelitvi Digital Communication Awards 2025 v Berlinu je projekt Kotányi AI Chef osvojil zlato priznanje v kategoriji AI Communications & Content Creation, medtem ko je projekt Ljubljana Airport FLY dosegel tretje mesto v kategoriji AI Strategy & Analytics. Projekt Kotányi AI Chef je nastal v sodelovanju podjetja Kotányi Slovenija in laboratorija Retoba, projekt Ljubljana Airport FLY pa je rezultat partnerstva med Fraportom Slovenija in družbo iPROM.