As Vice President of Advertising at Demandbase, prospects and clients often ask me about the differences between Demandbase’s advertising solution and that of our competitors, the difference between a B2B DSP and a B2C DSP. The short answer is that Demandbase has heavily invested in building a customized B2B demand-side platform (DSP). And it’s integrated end-to-end with the Demandbase ABM platform to support an organization’s overarching marketing strategy. Whereas mainstream DSPs typically used by other ABM providers are point solutions built primarily for less focused B2C outcomes.
I discuss the value of Demandbase’s B2B platform in this brief (under 5-minute) video.
Here are some key takeaways:
B2B DSPs, unlike B2C DSPs, harness data insights and optimized account profiles that are generated from the ABM platform. This data connectivity provides multiple benefits, as follows:
Most Demandbase competitors partner with primarily B2C programmatic tech. So they’re bolting on a third-party point solution and then either layering on first-party ABM data exported from their platforms, buying Bombora tag-based sampled intent segments, or buying off-the-shelf segments from Oracle Data Cloud and other providers that are often built for B2C. We also know they eventually classify a user in every imaginable category because they use a sample-based probabilistic approach versus the firmographics, IP identification, and cookie-tracking deterministic methods Demandbase uses.
Although you can set certain targeting parameters in B2C DSPs and trading desks, you can’t optimize the algorithm at source. So B2C DSPs are always being reactive and over-optimizing to the few available ABM data points you’re layering on top of the core tech.
We pride ourselves on being truly end-to-end, versus being a point solution that layers third-party segments, often with unreliable and untargeted B2C data. We aren’t a media agency, nor do we want to compete with your agency. Rather, we partner with your agency to deliver on your ABM outcomes. You can read more about this in my previous article, Underpin Your ABM Strategy with Account-Based Advertising.
Also, we don’t bill impressions or report clicks from non-human sources regardless of their purpose, whether from malicious bots or creative validators. You can track all user activity to the account level.
With Demandbase’s DSP, all signals and optimizations from the platform to the bidder are focused on ABM outcomes. Our DSP is a seamless extension of our platform, built from the ground up to deliver on ABM execution.
UP NEXT: Read how Demandbase Targeting helps you market to companies that have remote work environments. Russ Martin’s blog, Your Target Accounts are Working From Home? Demandbase Has the Answer.