What is a B2B DSP (Demand-Side Platform)?


With people spending 66% of their time on the open internet, i.e. outside of walled gardens, it’s no surprise to see many B2B advertisers turning to display advertising for effective communication. One way to achieve this is by leveraging media targeting via Demand-Side Platforms (DSPs). But what exactly is a DSP, and why is it […]

The B2B post-cookie targeting playbook

Practical advice for uncovering your B2B brand’s target audience in a cookieless era The decline of third-party cookies is reshaping programmatic advertising, particularly in targeting behavioral segments. This shift necessitates a reevaluation of strategies to ensure effective B2B targeting in cookieless environments. As traditional methods reliant on third-party cookies become obsolete, exploring solutions that offer both B2B focus […]

Why B2C DSPs don’t work for B2B Display Ads

B2B Display Ads

The strategies that deliver results are the ones that capture attention, engage audiences, and drive conversions.  If we all agree on the basics, why is it that the B2B tactics we know and love — content, email, SEO etc. — aren’t working as well as they used to? There are basically 2 reasons: Here are […]

B2C vs B2B Display Advertising: What’s the difference?

B2C vs B2B Display Advertising: What's the Difference?

In the rapidly evolving realm of digital marketing, display advertising emerges as a pivotal strategy to enhance brand visibility and achieve marketing goals. However, within the sphere of display advertising, a critical divergence arises: the contrast between Business-to-Business (B2B) and Business-to-Consumer (B2C) advertising. While both share commonalities, they also exhibit distinctive attributes that emanate from […]

Should B2B companies fear a B2B cookie apocalypse in 2024?

B2B Cookie Apocalypse

In 2024, the Ad Tech industry is witnessing a significant transformation. The demise of third-party cookies is reshaping the landscape, prompting the need for innovative strategies, particularly in the B2B sector. As the curtain falls on third-party cookies, Account-Based Marketing (ABM) platforms and DSPs are under scrutiny, urging B2B companies to adopt forward-thinking approaches in […]

Jem Lloyd-Williams, UK CEO of Mindshare, on the Evolution of Media

Jem Lloyd-Williams is the UK CEO of Mindshare, a global, multi-award-winning, media agency network of 9,300 people across 86 countries. Mindshare looks after some of the world’s biggest advertisers, including Unilever, Ford and Nike, as well as impressive UK brands such as Carwow, and LV=insurance. Jem was the former CEO of Vizeum UK and has […]

AccountInsight Joins IAB to Enhance Presence in Advertising Ecosystem

AccountInsight Joins IAB

AccountInsight is thrilled to announce its official membership in the prestigious Interactive Advertising Bureau (IAB). This accomplishment reflects our steadfast dedication to actively participating in the ever-evolving B2B display advertising landscape. By becoming a member of IAB, AccountInsight gains a multitude of advantages that will fuel our growth and success. Here are some key benefits […]

Account-based advertising for client retention and growth

Nurturing the relationships you’ve already formed is the best and easiest way to improve your company’s client retention and keep new sales rolling in. It’s fairly common knowledge that it’s easier and cheaper to cross sell to an existing client rather than going after a new account. After all, a bird in the hand and […]