Why Cookie‑Based Attribution and IP‑Based Targeting Don’t Always Align In B2B marketing, companies no longer only want to reach individuals. They need to persuade organisations. This shift in understanding and
Most B2B marketers think in terms of companies. However, most advertising platforms still think in terms of users. That mismatch is the root cause of wasted media spend, weak attribution,
In B2B display campaigns, precision is everything. You can have a brilliant creative, a great message, and strong media spend but if your ads reach the wrong companies, you’re simply fueling