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Advertising: Ad-Tech Enabled Solution

Advertising: Ad-Tech Enabled Solution

In b-to-b, where ad targeting volumes are much smaller and often more expensive than in b-to-c, a number of ad tech-enabled solutions have emerged to solve specific needs of b-to-b advertisers. Often these solutions provide access to data, unique targeting capabilities, cross-channel ad placement, analytics and integration with marketing automation platforms. Ad-tech enabled solutions include retargeting, account-based marketing, and content marketing solutions. Retargeting solutions use cookies to segment and serve ads to unknown individuals based on previous Web site or search behavior. Account-based marketing solutions leverage company IP addresses to segment and serve ads to individuals associated to target accounts. Other content marketing solutions are leveraging social or individual profile data to segment and serve ads to specific buyer personas. Some solutions offer their capabilities as a managed service; others provide a self-service platform to manage their advertising investments. Show less...

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