FAQs: Demandbase Advertising

  • Updated

How big is the Demandbase demand-side platform (DSP)?

We can bid on up to 300,000 impressions per second on the global bidstream using our B2B DSP. We deliver tens of millions of impressions per day.

How can I see the current Demandbase whitelist?

All customers are allowed to view the whitelist. Just ask anyone on your Demandbase account team.

Can I suggest changes to the whitelist?

Yes. For any additions, the website needs to be available programmatically via Open Auction. Submit change requests to your Demandbase Advertising Campaign Specialist or your account team.

What are best practices for landing pages?

Best practices vary depending on the goal of your campaign. We’ve published some best practices in the Best Practices for Landing Page Setup article and in The Advertising Cloud Playbook.

How do I know what countries are in each global geographic region that’s used in Advertising campaigns?

Our up-to-date mappings are available here: Reference: Directory of Geotargeting Regions and Countries

Why is 'db3' appended at the end of our landing page URLs?

The Demandbase DB3 ID is designed to transfer click information between advertising and the Advertising solution. This enables more refined campaign optimizations and improves reporting accuracy.

The dynamic and anonymized characters after db3= (for example, db3=128d5gta4n) allow for more accurate reporting of click-through and view-through rates, landing page lands, and post-ad engagement.

My campaign list is getting a bit cluttered. Can I delete old campaigns?

At this time, you’re unable to delete old campaigns, but you can archive them.

Can I delete an account list that used to be a part of a campaign?

No, you're not able to delete or hide an account list that was associated with a campaign. Retention of all the account lists helps us keep track of historical setup.

For a campaign that is currently live, am I able to swap out a static account list for a new static account list? Can I do this while the campaign is paused?

Unfortunately, it isn't possible to swap out an account list (audience) once the campaign has been activated. You need to launch the new static account list in a different campaign.

How can I identify which campaigns include specific accounts?

There is no feature that will allow you to see what accounts have been associated with a particular campaign. You need to go into each campaign individually to confirm whether that account was targeted.

What are some examples of personalized ads?

Past examples are available on the Advertising Showcase web page.

Can I run personalized banners in Europe where they have stricter privacy laws due to GDPR (the General Data Protection Regulation in the European Union)?

Yes, we’re able to personalize banner ads in Europe.

How do I prevent incorrect company name personalization with people working from home?

Our algorithm has a high degree of accuracy because for over a decade it’s absorbed hundreds of billions of data signals to determine the strongest probabilities. In addition, we’re always learning new techniques. For example, during COVID lockdown, with so many people working from home, we learned to adjust identification based on whether the same company uses an IP address (confirming the association) or a mix of different companies uses it (showing that they are too loosely associated).

Are campaign performance metrics in the Advertising solution updated in real time?

Not exactly, but the updates run frequently. The data is refreshed every four hours.

How is the baseline calculated for account lift?

The baseline period measures a daily average of page views for each targeted account across a specific amount of time, usually 30 days prior to campaign launch. The baseline is dynamic to account for the cumulative nature of page views in the ad campaign. For example, if there are 30 page views over 30 days during the baseline, that normalizes to 1 page view per day. On the first day of the campaign, there should be 1 baseline view, and on day 30 there should be 30 baseline views.

What does Demandbase's version of 'reach' mean?

A reachable account is an account that has at least 50 or more biddable impressions over the past month across our allow list of 5,000+ brand-safe websites. The account’s digital footprint (or size of the company) affects whether we can reach it.

Who does Demandbase work with for viewability?

We use the Media Ratings Council (MRC) and Interactive Advertising Bureau’s (IAB) definition of viewability. Display: 50% of the ad creative is visible for at least one second in the viewable space of the browser. Video: 50% of a player is visible for at least two seconds in the viewable space of the browser.

We score viewability using our internal pixel, through a partnership with Moat (a third-party verification company), and data given to us directly from client usage of Integral Ad Science, DoubleVerify, Moat, and GCM reporting.

If you have a specific viewability goal for a campaign, work with your Demandbase Advertising Campaign Specialist or account team to help deliver the results.

How much do I need to worry about fraud in an ad network?

We don’t report or charge our customers for impressions and clicks from detected fraudulent sources. In addition to our own proprietary tools that monitor behaviors for click and impression fraud, we work with all the major ad viewability and fraud prevention vendors: Moat, IAS, and Double Verify.

How is Demandbase preparing for the phasing-out of third-party cookies?

The future deprecation of third-party cookies in Chrome will impact many B2B advertising vendors—especially those who primarily use third-party, white-labeled DSPs, where they aren’t in complete control of the technology. In addition to having our own DSP, Demandbase has long been preparing new approaches to evolve. More specific information is available on this blog: How Demandbase Is Evolving Past Third-Party Cookies.

Why is the bounce rate in Google Analytics not strong?

Some Google Analytics data doesn't scrub out known advertising creative validator bots that come from advertising exchanges. Additionally, excluding data stemming from the Linux operating system makes the numbers more accurate. If you'd like us to investigate this further, contact your Demandbase Advertising Campaign Specialist or account team.

Why is there a variance with numbers when comparing Demandbase Site Analytics to Google Analytics?

Demandbase Site Analytics and Google Analytics (GA) are two different platforms and intake data differently. They won’t be 1:1 and shouldn’t be expected to be 1:1. GA takes in Demandbase data to custom dimensions that are session-based (that is, data is applied to all page views throughout a user's session), while the Demandbase platform only takes in data that the Demandbase tag/API can fire on (that is, each page view).

GA can and is likely deployed on different pages than the Demandbase tag is on, which means there is the potential that Demandbase data has been captured on more pages in GA due to session-based custom dimension and the Demandbase tag not being deployed on all the same pages captured in GA. Also, GA takes in Demandbase data directly from the IP API, while Demandbase One can roll up account data differently based on domain.

If you'd like the Demandbase team to take a closer look at your setup, open a ticket or contact your account team.

Will Site Analytics and Advertising metrics match if the same page filters and audience filters are applied?

Yes, that is the expected behavior.

What do I do if I don’t know what a persona is searching for? How am I going to find the persona without knowing their intent?

The process would bear similarity to the way one crafts a Google Ad Words campaign. How do you find the Google Ad Words persona without knowing what keywords they're searching for? It's an iterative process. You know the company's products, space, and present/ broad customers. You cast wide as well as narrow nets, monitor traffic coming in to the websites, check UTMs, and update campaigns as needed. We would do the equivalent with Keyword Sets. The general recommendation (will vary based on customer complexity, savvy, etc) is to have a minimum of 2-3 Keyword Sets: 1 generic and 2 specific touching on a few different aspects of their target markets/customers. Based on performance, you can then tune the Keyword Sets.

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