Re:Yahoo Triples Estimate of Breached Accounts to 3B
by manigandham on Wednesday October 04, 2017 @06:53AM
(#15399540)
That doesn't add up. I've managed budgets a magnitude higher, know the founders of every major SSP and DMP, and now specialize in B2B marketing for F1000 companies with long sales cycles. If you're really trying to reach a pool that small, open web advertising is incredibly inefficient.
This is well understood by the adtech community and even the flashy new "ABM" companies will tell you the same. 3rd party data is universally terrible. At best, it'll work at scale (of millions) on general demographic details but will definitely not recognize 1000 people on the open web.
That kind of list might work on Linkedin or Facebook with email targeting but it would be easier to focus on niche trade sites without any data, or just use a direct sales team. That $1.5M in data you're paying for would have much better ROI with a good VP of sales.
This is well understood by the adtech community and even the flashy new "ABM" companies will tell you the same. 3rd party data is universally terrible. At best, it'll work at scale (of millions) on general demographic details but will definitely not recognize 1000 people on the open web.
That kind of list might work on Linkedin or Facebook with email targeting but it would be easier to focus on niche trade sites without any data, or just use a direct sales team. That $1.5M in data you're paying for would have much better ROI with a good VP of sales.