While B2B marketers once hesitated to adopt programmatic solutions, the landscape has evolved significantly. Today, more B2B brands are embracing Programmatic ABM strategies, recognizing their potential to transform marketing efforts.
In This Guide You’ll Discover:
- The B2B Marketer’s Guide to Programmatic Lingo
Demystify the jargon and understand key concepts driving programmatic advertising in the B2B space. - Evolution of Programmatic for B2B
Explore how programmatic technology has adapted to meet the unique needs of B2B marketers. - Creative Applications of Programmatic in B2B
Discover innovative ways B2B marketers are leveraging programmatic to drive results beyond impressions and clicks. - Reaching High-Quality B2B Audiences
Learn how AccountInsight’s B2B DSP connects you with decision-makers and influences key stakeholders. - Ensuring Viewability and Brand Safety in B2B
Understand how AccountInsight addresses two major concerns for programmatic buyers in the B2B sector. - Programmatic Buying Options with AccountInsight
Differentiate between open and private auctions and learn how to leverage data effectively for your campaigns. - The Future of B2B Programmatic
Get a glimpse of emerging trends and technologies shaping the future of programmatic advertising for B2B marketers.
Why AccountInsight’s B2B DSP?
As the leading B2B-focused DSP, AccountInsight is at the forefront of programmatic innovation. Our platform offers:
- Precision targeting within niche B2B markets
- Access to premium B2B inventory across multiple channels
- Advanced account-based marketing capabilities
- Comprehensive analytics tailored for B2B metrics
This eBook will guide you in leveraging AccountInsight’s B2B DSP to unlock the full potential of programmatic advertising for your business. Learn how to reach the right professionals at the right time with the right message—ensuring brand safety and maximizing ROI.
The B2B Marketer’s Guide to Programmatic ABM Lingo
Navigating the world of programmatic advertising can be daunting for B2B marketers. This guide demystifies the jargon and explains key concepts essential for success in B2B programmatic:
Core Concepts
- Demand-Side Platform (DSP): Technology used by advertisers to buy ad inventory across multiple exchanges, often offering specialized targeting options for professional audiences.
- Supply-Side Platform (SSP): Technology used by publishers to sell their ad inventory programmatically, often including niche professional publications.
- Data Management Platform (DMP): A system for collecting, organizing, and activating audience data. For example, AccountInsight’s DMP includes firmographic data.
B2B-Specific Programmatic Concepts
- Account-Based Marketing (ABM): A strategy targeting specific high-value accounts. Programmatic ABM allows for precise targeting of decision-makers within these accounts.
- Intent Data: Information indicating a company’s interest in specific products or services, enabling targeted ads to companies actively researching solutions.
- Firmographics: Company-level attributes such as industry, size, and revenue, crucial for targeting in B2B programmatic.
Advanced Programmatic Tactics
- Lookalike Modeling: Using data from existing customers to find similar prospects, identifying companies that share attributes with your best clients.
- Working from Home Targeting: This feature reconnects with users at home, crucial for companies with hybrid work policies, ensuring consistent engagement across environments.
Understanding these terms and concepts will help B2B marketers leverage programmatic advertising effectively, enabling precise targeting and campaign optimization to reach key decision-makers.
Evolution of Programmatic ABM for B2B
The journey of programmatic advertising in B2B has seen significant adaptations to meet complex marketing needs:
- Shift from Volume to Quality: Originally focused on high-volume, low-cost impressions, programmatic now emphasizes reaching quality decision-making audiences, even at a higher cost per impression.
- Integration of ABM: Programmatic platforms now incorporate ABM capabilities, allowing targeted marketing to high-value accounts and buying groups.
- Enhanced Data Utilization: B2B programmatic leverages sophisticated data sets, including firmographics and intent data, for precise targeting.
- Longer Sales Cycle Adaptation: Features support nurturing campaigns over extended periods, maintaining consistent messaging across touchpoints.
- Focus on B2B-Specific Inventory: The emergence of B2B-focused exchanges and SSPs offers access to premium publications and networks.
- Cross-Location Targeting Enhancements: Programmatic has adapted to decision-makers using multiple locations, improving user reach across work and home.
- Brand Safety and Context Focus: Programmatic technology has evolved to provide greater control over ad placements and context.
- Advanced Reporting and Analytics: More sophisticated reporting tailored to B2B metrics, including account-level engagement.
This evolution has transformed programmatic from a tool for B2C mass marketing into a sophisticated system capable of meeting the demands of B2B marketers.
Creative Applications of Programmatic in B2B
B2B marketers are increasingly using programmatic advertising innovatively to drive meaningful results beyond traditional metrics. Here are some creative applications:
- Personalized Content Sequencing: Delivering a series of ads that tell a story or provide educational content over time, nurturing prospects through the buying journey.
- Account-Based Advertising: Targeting high-value accounts with tailored messages for different stakeholders, addressing unique pain points and interests.
- Intent-Based Targeting: Reaching companies actively researching solutions, enabling timely and relevant messaging.
- Competitive Conquesting: Targeting users interested in competitor products, presenting alternative solutions.
- Dynamic Creative Optimization (DCO): Integrating DCO to adapt ad creatives in real-time based on company data and behavior, enhancing engagement.
- Lookalike Audience Expansion: Finding new prospects that share characteristics with best customers, expanding reach to high-value accounts.
These applications demonstrate how B2B marketers are leveraging programmatic technology to create effective campaigns that resonate throughout the buying process.
Reaching High-Quality B2B Audiences
In B2B marketing, reaching the right audience is crucial. AccountInsight’s B2B DSP ensures marketers connect with decision-makers effectively. Here’s how:
- Precision Targeting: Leveraging ABM strategies to focus on high-value accounts and entire buying groups, ensuring messages reach all relevant decision-makers.
- Utilizing Intent Data: Identifying companies actively researching products similar to yours for timely engagement.
- Firmographic and Technographic Segmentation: Using detailed data to tailor campaigns to meet the specific needs of different segments.
- Access to Premium B2B Inventory: Offering exclusive inventory across various channels, ensuring ads reach decision-makers seeking information and solutions.
- Enhanced Reporting and Analytics: Providing insights into account-level performance, helping marketers optimize strategies for engagement and conversions.
These capabilities empower marketers to effectively reach high-quality audiences, capturing attention and driving meaningful business outcomes.
Ensuring Viewability and Brand Safety in B2B
Viewability and brand safety are critical concerns for B2B programmatic buyers. AccountInsight has implemented robust measures to address these issues, providing confidence in programmatic investments.
Viewability:
AccountInsight prioritizes viewability by integrating with leading third-party measurement solutions like DoubleVerify, IAS, and Comscore for independent verification of ad viewability rates.
Brand Safety:
A multi-faceted approach ensures brand safety:
- High-Quality Inventory: Focusing on reputable publishers to reduce the risk of inappropriate ad placements.
- Content Categorization: Analyzing page content in real-time for brand-safe environments.
- Blacklisting and Whitelisting: Allowing advertisers granular control over ad placements.
- Partnerships with Safety Providers: Collaborating with leading providers like DoubleVerify and IAS for added protection.
- Contextual Targeting: Ensuring ads appear alongside relevant content.
Additional Measures:
- Fraud Prevention: Employing advanced algorithms and partnerships to minimize invalid traffic.
- Transparency Reporting: Providing insights for informed decision-making.
- Pre-bid Filtering: Excluding potentially problematic inventory before bids are placed.
By addressing viewability and brand safety concerns, AccountInsight provides a secure programmatic advertising environment for B2B marketers.
Programmatic ABM Buying Options with AccountInsight
Understanding programmatic buying options is crucial for B2B marketers. AccountInsight offers a range of strategies tailored to meet the unique needs of B2B advertising.
- Open Market: Accessible programmatic buying through real-time bidding (RTB), allowing broad audience reach at competitive prices. Ideal for brand awareness campaigns.
- Private Marketplace (PMP): Invitation-only auctions for bidding on premium inventory from specific publishers, offering focused but limited reach.
- Direct Programmatic Publisher Deals via BidSwitch: Facilitating bespoke arrangements between advertisers and publishers for advanced integration needs.
By leveraging these buying options, B2B marketers can strategically position their campaigns to connect with high-value audiences and achieve business objectives efficiently.
The Future of B2B Programmatic
As B2B marketing evolves, programmatic advertising will play an increasingly crucial role. Here’s a glimpse into emerging trends shaping the future of programmatic for B2B marketers:
- AI and Machine Learning Integration: Enhanced prediction of buyer intent and personalized ad experiences at scale.
- Privacy-First Targeting Solutions: Adapting to a landscape with fewer third-party cookies while respecting user privacy.
- Advanced Attribution Models: Providing clearer insights into the impact of programmatic campaigns on pipeline and revenue.
As these trends unfold, B2B marketers who stay ahead in programmatic ABM advertising will be well-positioned to drive effective, efficient, and personalized.
