Frequently Asked Questions

1. Core Concepts & Technology

Why use IP targeting?

IP targeting allows us to precisely target users from specific companies by identifying their IP addresses. This ensures we deliver ads only to the relevant B2B audience within your target accounts. IP targeting improves accuracy by focusing on organizational traffic, reducing wasted impressions.

Regional Internet Registries (RIRs), like RIPE or ARIN, manage the allocation of IP address blocks to ISPs, businesses, and organizations.  These blocks are publicly registered, linking each IP range to an owning organization.

 The data, which includes the organization’s name and sometimes location, enables precise and reliable IP targeting tools.  

Is IP targeting stable?

IP targeting is more stable than cookies, which are subject to frequent resets and restrictions due to privacy regulations and browser changes. While not immune to challenges—such as the shift to IPv6 or the use of VPNs—IP targeting is considered a reliable method for B2B marketing. ISPs must regularly update this information for legal, security, and maintenance reasons, providing advertisers with a valuable resource for accurate and relevant business targeting.

Do you use cookie data?

We may use enriched third-party cookies to supplement targeting in markets where it’s compliant with privacy regulations. However, cookies are not the primary method of tracking and targeting in AccountInsight.

Is AccountInsight based on retargeting my company visitors?

By default, AccountInsight focuses on prospecting – identifying and engaging new prospects rather than retargeting visitors to your website. Retargeting can be incorporated to optimize engagement, but it’s not the core of our offering.

How do you  deal with hybrid workforces?

1. VPN Connection. Employees working from home, when connected via a VPN, emulates company premises. Required for those who deal with restricted data such as ​engineering /IT, accounting/finance, project management, medical/health, HR/recruiting, and customer service.
2. In campaign cookie retargeting.  Initially all targeting starts on the company B2B IP addresses. When consent is given by user, a cookie is placed upon receiving bids from publishers.

Enables recognition of individuals who leave the company and reconnect from the same device but different IP addresses. 5% to 10% of the audience can be reached through this method during the campaign window.

What is Strategic Account Based Marketing (ABM)?

Strategic ABM is a personalized approach to reaching key decision-makers across an entire account. Rather than simply targeting specialists, we engage with multiple stakeholders within the organization using a multi-touch approach. This ensures that you influence not just one individual but the broader decision-making team. Strategic ABM is also referred to as “Strategic Account-Based Programmatic.”

What is Intent Based Programmatic?

Intent-based programmatic focuses on identifying individuals within target accounts who are engaging with relevant content. This approach allows us to focus on specialists and key decision-makers who are showing early signs of interest based on the content they engage with. By analyzing the intensity and frequency of these engagements, we can identify companies that are more likely to be in the market for your offerings. This is often referred to as “Real-Time Intent” targeting.

2. Targeting & Optimisation

Account Targeting Optimisation

Account optimization occurs at two levels:

1. Internally driven: Programmatic teams monitor accounts with high or low traffic to ensure balanced impression delivery. We strive to avoid underperforming accounts that waste resources.
2. Customer-driven: Customers have direct access to weekly data via dashboards, allowing them to choose which accounts to prioritize, within the agreed framework.

Media Optimisation

The initial media choice is driven by keywords and content from the landing pages, ensuring relevance to the customer’s offering. Additional media options may be added based on predefined lists or IAB categories. We review media performance weekly and adjust the mix by removing non-relevant or poorly performing sites.

Impressions Optimisation

Impressions are based on agreed monthly targets, and during the early stages of a campaign, we may deliver fewer impressions to refine targeting and optimize the media mix. Impressions will increase progressively as we optimize for the most relevant accounts and media. Programmatic B2B is about quality impressions, not just volume.

3. Compliance & Data Usage

Is your technology GDPR compliant?

AccountInsight is designed with GDPR compliance in mind. We ensure data privacy by processing and storing only the minimum required data. For instance, we collect IP addresses of registered companies, time stamps, and page views, but we do not store personal data or information from cookies.

4. Media & Campaign Execution

Is AccountInsight a media company?

AccountInsight is a fully independent B2B Demand-Side Platform (DSP), separate from any media agencies. While AccountInsight was initially incubated within GroupM, the world’s largest advertising media group, it is not directly affiliated with any media company. AccountInsight operates under Expandi Group, a tech solutions organization that also includes JABMO, Cyance, and B2B Stars, allowing for full autonomy in its operations.

Can you remove media sites if requested?

Yes, media domains, including entire IAB categories, can be excluded upon request. If you already have private deals with specific media sites or are using them in other campaigns, we can accommodate those requirements.

Which AdExchange are you using?

AccountInsight integrates with over 30 global and regional ad exchanges, including OPENX, Rubicon/Magnite, Appnexus/Xandr, PUBMATIC, Google ADX, and SmartAdserver, to provide a wide array of programmatic options for campaign execution.

Can customers implement 3rd party 1×1 pixel tracking?

Yes, we can implement third-party 1×1 pixel tracking to track impressions delivered. For click tracking, we rely on UTM parameters provided by customers, which trigger when a click occurs, enabling independent third-party auditing.

5. Performance & Measurement

Do campaign performance and viewability correlate?

While low viewability can negatively affect performance, in most cases, campaign performance does not directly correlate with viewability. A study by GroupM DK showed that content-rich publishers, despite lower viewability rates, drove more meaningful interactions with the audience. Viewability should be considered one of many campaign metrics, not an absolute KPI.

What is viewability and should I worry about it?

Viewability refers to whether a digital ad is visible on the screen for at least one second by a real human visitor, not a bot. While viewability is important, it’s not the sole determinant of campaign success. For instance, some content-heavy websites may have lower initial viewability but still drive high levels of engagement.

What are the main differences in the reporting vs. traditional cookie solutions?

The key difference is that traditional cookie-based solutions primarily report on the ‘personas’ they targeted, often with limited or no options to guarantee that targeting is focused only on your chosen companies. In contrast, AccountInsight emphasizes transparency by ensuring that you have complete visibility into exactly which companies are being targeted, giving you more control and precision in your B2B campaigns.

What is click validation?

In digital advertising ecosystem, a “click” represents a user interaction with an ad – typically indicating interest and engagement. However, not all clicks are genuine or valuable. Some may come from bots, scanners, or validation tools. At AccountInsight (AI), our objective is to ensure that only real, high-quality user clicks are reported. The following outline explains how we validate clicks to maintain data accuracy and campaign integrity.

1. Initial Traffic Filtering
   AccountInsight implements proactive traffic filtering before any click is recorded. Our traffic management process blocks invalid traffic from interacting with ads, reducing the volume of suspicious clicks at the source.
2. Two-Layered Click Tracking
   We validate clicks using two independent systems:

• AI DSP (internal bidder system): Tracks impressions and clicks with associated information around the bid transaction and related parameters.
• Third-party monitoring system: An independent service that captures and verifies click-level data.

Clicks confirmed by both systems are considered valid and included in reporting.

3. Click Discrepancy Filtering
   Clicks are deliberately under-reported if there is uncertainty about their validity. When inconsistencies arise, we investigate by reviewing log-level data, ensuring suspicious activity is excluded.
4. Filtering Out Test Clicks
   Some platforms perform “test clicks” to validate creatives and landing pages. These can mimic real user behavior but do not represent genuine interest. We cross-check click data with impression logs and exclude clicks where the IP or user ID doesn’t match expected patterns.
5. Click Pattern Monitoring
   Our system monitors for irregular click behavior, such as spikes that could indicate scanning activity. Anomalies are flagged and examined in detail.
6. Adaptive Validation Methodology
   Click validation methods evolve continuously to keep up with new behaviors and scanning tools. Although some ad-scanning practices lack transparency, our approach adapts to maintain accuracy in reporting.

6. Platform Capabilities & Reach

What is AccountInsight’s geographical footprint?

AccountInsight’s programmatic B2B is Geo-agnostic, with a 100% focus on a Global scale and reach. There are however, geographical differences due to different digital maturity levels in different markets. In general most current programs cover Western Europe and US/Canada.