A.I. & Optimization

Advanced Machine Learning, Data Mining, and Online Advertising Services

Scalable Programmatic Ad Buying: B2B Audience Targeting



At A.I. Optify, we run display advertising campaigns for a range of clients from B2B to B2C. The core of our service is the programmatic ad buying by which we listen to web traffic from a range of publishers at large scale (i.e. by connecting to several ad exchanges) to find right audiences. Thus, identifying/targeting right audiences plays an essential role in our programmatic ad buying process.

B2B Targeting Techniques

As explained in separate thread, we use Account Based Advertising to characterize the ideal firmographics that a B2B company wants to target for their leads generation. So, the core of our programmatic ad buying platform is based on who we can find and target those ideal accounts. Below, we list some of the the data driven techniques we use at A.I. Optify to run B2B campaigns.

targeting
  1. B2B Data Providers: we use 3rd part B2B data providers such as BlueKai and other data providers in order to target B2B accounts by their firmographics such as: Industries, Company Size, Sales Volume, and decision makers (e.g. C-level excec or managers).
  2. Contextual Targeting: one effective way to target target the right audience is by identifying a list of relevant publishers to the industries that we want to target in our campaign. In this post, we explain how we use big data analysis with natural language processing algorithm to find the right publishers/websites.
  3. Geo Targeting: targeting B2B accounts by their location also plays an important role in our campaigns. We can think of this as an overlay on top of other targeting layers.
  4. Technology Targeting: whitelisting and blacklisting the target audience by using technology features such as their device OS, browser type, internet connection, and so on also plays an important role for finding the target audience.
  5. IP Targeting: another effective technique we use at A.I. Optify is targeting the right companies by targeting their IP addresses.

In our ad buying strategies we usually use a combination of above targeting techniues to minimize the spend waste.

B2B vs B2C: Targeting Publishers

One of the effective strategies we use for targeting the decision makers in a given industry vertical is by identifying and compiling a scalable list of B2B publishers. For instance, for targeting the C-level execs from Oil & Gas industries we have scalable web crawlers that scrape various sources of websites to generate a scalable list of relevant trade publishers and B2B publishers.

B2B vs B2C
Fig 1. - B2B vs B2C (source: b2bmarketing.net)

Targeting Trade Publishers

Let's say one of our clients want to show their product ads to decision makers in Oil & Gas industry. One technique that we use is to identify trade publishers who publish articles for the Oil & Gas industry. Below you can see a snapshot of Oil & Gas Journal which is a trade publisher in Oil & Gas industry vertical:

trade

So, we run our distributed crawlers to serach the web and find the relevant trade publishers to the target industry. Next, we import the trade publishers list to the ad buying platforms to buy impressions.

Targeting B2B Publishers

Another technique we use is that we have a large list of websites from which we can buy traffic. We have developed in-house scrapers by which we crawl the contents of those websites. Next, we run the NLP classifiers on those websites contents to classify the websites either as B2B or B2C. We use a supervised learning approach for the classification. For training the binary classifier, we manually create a high quality list of B2B and B2C publishers as websites seeds. For instance, if we want to target people from the Tech industry, a website such as TechCrunch.com might be a relevant B2B publisher to target:

tc

For identifying B2C publishers, we consider any website with content mainly in any of the following categories as B2C: Sports, Shopping, Fashion, Musics, Onlie Dating, Lifestyle, TV, Beauty, Food, Gaming, Entertainment. For instance, likes.com is classified as a B2C website whose contents mainly are consumed by B2C buyers:

likes

As another example for a B2C website in Shopping category, we can mention slickdeals.net:

slickdelas

Finally, match.com is another example for B2C websites with Dating context:

match

Wrap-up

Our ad buying performance results clearly shows that targeting B2B audiences by running crawlers and classifiers to generate a large list of high quality B2B publishers can be an effective strategy for targeting the right B2B audiences.

A.I. Optify does not require any minimum spend to run & optimize B2B and B2C advertising campaigns.

To learn more about our Programmatic Ad Buying Services, contact us at: info@aioptify.com