B2B sales and marketing executives are constantly looking for ways to prove that campaigns are reaching prospects at their existing accounts. Over the years, the inherent challenge has been that marketing platforms, data providers, and services have catered to consumer-based marketing use cases. With an ABM platform, B2B marketers can now deliver at the account […]
Now that you’re up to speed with building ABM account lists, the importance of audience governance, and what to look for in an ABM platform, it’s time to begin your campaign. In this blog, we’ll be discussing ABM activation, namely how to take those ABM audiences you’ve created and make them actionable. It’s important to […]
Whether you’re a seasoned veteran of the TV advertising industry or just getting started, with a constantly evolving ecosystem there are specific terms that you must know to ensure you’re advancing your TV game. We’ve put together a list of the top 21 must-know TV advertising terms from A (Addressable TV) to V (Video on […]
What is the newest and most effective cross-screen advertising trend? It’s audience suppression, and TV marketers are using it to more effectively manage their cross-screen media portfolio. So, what is this approach and where did it come from? Advertisers know that connected TV is on the rise and that they need to activate their data […]
For B2B marketers, finding your target audience can be like peeling back the layers of an onion. People change jobs, use different devices, and decisions might require entire buying committees, all increasing the complexity of reaching the right people across marketing channels. Luckily, onboarding your first-party data unifies offline data and maps professional data to […]
When Apple unveiled the AppTrackingTransparency Framework (ATTF) at WWDC in June 2020, predictions of identifier for advertisers (IDFAs) opt-out rates emerged. Whether in similarity to limit ad tracking (~30%) or the 70% who have opted out of location tracking, marketers and publishers understand the implications. Just like the deprecation of third-party cookies, a reduction in […]
Getting Addressability Right—Why Fingerprinting is Not the Answer We’re now closer than ever to the end of the third-party cookie, and in March we expect to see AppTrackingTransparency (ATT) rollout as well, changing the way mobile in-app inventory is made addressable. As a marketer or a publisher, you’ve likely been inundated with solutions for a […]
Unlike digital marketing for B2C audiences, B2B requires data on an account level. B2B marketers looking to activate account-based marketing campaigns, or ABM, need a deeper understanding of the sales pipeline, account attributes, and engagements as prospects move through the marketing funnel and into the sales cycle. What Exactly Is ABM (Account-Based Marketing)? ABM is […]
In Part 1 of our ABM (account-based marketing) series, we discussed creating and obtaining account lists as the first step to any ABM program. Next, we’ll look at understanding the audiences that make up those account lists by establishing a set of rules known as audience governance. An audience governance model is a set of […]
Growing concerns over consumer privacy have led to regulations that now govern how businesses are handling customer data. In Europe, the General Data Protection Regulation (GDPR) requires businesses operating in the European Union (EU) to give consumers control and choice over the personal data that is collected and used, and in most cases, must ask […]
