FAQs: Demandbase Advertising

Demandbase can bid on up to 300,000 impressions per second across the global bidstream using its B2B DSP. Demandbase delivers tens of millions of impressions each day.

All customers can view the whitelist. Contact your Demandbase Account Team to request access.

Yes. To add a website, it must be available programmatically through the Open Auction. Submit change requests to your Demandbase Advertising Campaign Specialist or Account Team.

Best practices depend on your campaign goal. SeeBest Practices for Landing Page Setup.

The Demandbase DB3 ID transfers click information between Advertising and the Advertising solution. This improves click-through, view-through, landing-page, and post-ad engagement reporting.

The dynamic, anonymized characters after db3=, such as db3=128d5gta4n, help improve reporting accuracy.

SeeDirectory of Geotargeting Regions and Countries in Campaign Builder.

You cannot delete campaigns, but you can archive them.

No. You cannot delete an account list that was associated with a campaign because Demandbase retains account lists for historical campaign tracking.

Demandbase automatically archives unused lists associated with expired advertising campaigns that have not been reactivated in the last six months. See Manage Auto-Archived Account, People, and Opportunity Lists.

No. You cannot replace an account list after a campaign is activated, including when the campaign is paused. Launch a new campaign with the replacement account list.

Demandbase does not provide a feature for viewing all campaigns associated with a specific account. Open each campaign individually to confirm whether it targeted the account.

See examples at Advertising Showcase.

Yes. Demandbase can personalize banner ads in Europe.

Demandbase uses hundreds of billions of data signals to determine the strongest company affiliation for an online user. The algorithm also evaluates whether an IP address is consistently associated with one company or shared by multiple companies.

No. Campaign data is refreshed approximately every four hours.

The baseline period measures the daily average of page views for each targeted account during a specific period, usually the 30 days before the campaign launches. The baseline adjusts dynamically to account for the cumulative nature of page views during the campaign.

For example, if an account receives 30 page views during a 30-day baseline period, the normalized baseline is one view per day. On the first day of the campaign, the baseline is one view; on day 30, it is 30 views.

A reachable account has received at least 50 biddable impressions during the past month across Demandbase’s allowlist of more than 5,000 brand-safe websites. An account’s digital footprint and company size affect whether it can be reached.

Demandbase uses the Media Rating Council (MRC) and Interactive Advertising Bureau (IAB) definitions of viewability:

• Display: At least 50% of the ad is visible for at least one second.
• Video: At least 50% of the video player is visible for at least two seconds.

Demandbase measures viewability using its internal pixel, a partnership with Moat, and data provided by Integral Ad Science, DoubleVerify, Moat, and Google Campaign Manager 360.

If you have a specific viewability goal, contact your Demandbase Advertising Campaign Specialist or Account Team.

Demandbase does not report or charge customers for impressions and clicks from detected fraudulent sources. Demandbase uses proprietary tools and works with major ad viewability and fraud-prevention vendors, including Moat, Integral Ad Science, and DoubleVerify.

The phaseout of third-party cookies may affect B2B advertising vendors that rely on third-party, white-labeled DSPs. Demandbase operates its own DSP and continues to develop approaches for adapting to these changes.

See How Demandbase Is Evolving Past Third-Party Cookies.

Some Google Analytics data may include advertising creative validator bots from advertising exchanges. Excluding traffic from Linux operating systems can improve accuracy.

If you need help investigating the data, contact your Demandbase Advertising Campaign Specialist or Account Team.

Demandbase Site Analytics and Google Analytics are different platforms that collect and process data differently.

SeeUnderstanding Demandbase Site Analytics vs. External Analytics Platforms.

Yes. When you apply the same page and audience filters, the metrics are expected to match.

Start with informed assumptions based on your products, industry, and existing customers. Use a combination of broad and specific targeting, then monitor traffic, review UTMs, and refine your campaigns based on performance.

For Keyword Sets, start with two or three sets: one broad, general set and one or two more specific sets that reflect your target markets or customer segments.