2015 seemed like a breakout year for account-based advertising, with a flurry of account-based advertising offerings hitting the market. Interest in account-based advertising is, no surprise, following the adoption of account-based marketing.
According to a 2015 survey from Demand Metric and Demandbase, 45% of B2B marketers are testing or have adopted account-based marketing and more than 75% of those plan to increase their use of ABM in the next year. LUMA Partners even singled out Account Based Marketing as an area they expect to take off within MarTech this year.
On the surface, if your marketing is already structured around specific accounts, using account-based targeting in your advertising programs seems like a natural next step. But how do these solutions actually target ads to specific companies? Or to put it a little bit differently, how do all of these companies most of us have never heard of know where we all work? [Read more…]