Account-based advertising
Account-based advertising serves paid media to a defined list of target companies rather than to an audience profile. Targeting works through IP matching, firmographic filters or uploaded account lists, and success is measured by reach and engagement within named accounts rather than by cost per lead.
How does the targeting actually work?
Three mechanisms, with different accuracy. IP matching maps traffic to a company and is increasingly unreliable as workforces stay distributed. Firmographic audience filters on platforms like LinkedIn target by company attributes. Uploaded account or contact lists are the most precise and depend entirely on your list quality.
How is it different from contact-level advertising?
Who is reached. Account-based advertising targets the company and infers that the right people saw it. Contact-level advertising targets named individuals and reports per person. The second is more precise and requires you to already know who the individuals are.
What is the common failure?
Spending on reach without a destination worth reaching. Precise targeting that lands on a generic homepage wastes exactly the precision you paid for, and it is the single most frequent gap in account-based advertising programmes.
Userled runs LinkedIn campaigns and generates the account-specific page behind the click from one system.
