How do I get access to Audience Verification?
Audience Verification is currently a beta product that is available to customers by invitation only. If you’re interested in becoming an Audience Verification beta customer, please reach out to your Bombora account representative for more information.
What insights are available in Audience Verification?
Audience Verification is a first-of-its-kind measurement tool for B2B digital marketing. The insights currently available include:
- The percentage of impressions delivered to target companies
- The number of target companies and other companies reached
- On-target and off-target unique users
- On-target and off-target impressions
- Impressions and unique users by company domain
There are many planned updates to Audience Verification. Please reach out to your Bombora account representative for the latest information.
How can I use the insights from Audience Verification?
There are several ways that you can get value out of Audience Verification.
- Targeting Effectiveness – Measure the effectiveness of your media partners in reaching your target companies to optimize accordingly.
- Account-Based Marketing Verification – Measure the effectiveness of your marketing initiatives in reaching an account-based marketing list of companies.
- Validate Your Targeting Effectiveness (Publishers and Media Partners) – Validate your ability to reach a client’s target company or account-based marketing list.
What are some reasons for out-of-target impressions?
There may be several reasons that a campaign has out-of-target impressions.
- Domain Flipping – Every 90 days, Bombora re-checks the domain of users to keep our data fresh and accurate. A small percentage (~10-15%) will flip to a different domain. This happens for several reasons.
- Someone previously with the domain ‘WellsFargo’ for example, becomes ‘Wachovia’ (a division of WellsFargo). The corporate entity is the same, but ‘Wachovia’ would be considered out-of-target because it is not on your target company list.
- Someone previously with the domain ‘WellsFargo’ for example, becomes ‘Starbucks’, ‘Amtrak,’ or an ISP like ‘Comcast’ or ‘Charter Communications.’ This is likely because the person is using his/her laptop device while traveling, working remotely, or at home which results in that person being associated with an out-of-target domain.
- Someone previously with the domain ‘WellsFargo’ for example, becomes ‘Bank of America.’ This is likely because that person has switched jobs.
- Cross-Device User Mapping – Many DSPs and programmatic companies will automatically associate cookie IDs that they recognize as other devices belonging to the same person to increase campaign scale. Bombora has implemented a cross-device solution by partnering with a leading provider, however, some programmatic companies may use their own proprietary solutions or other providers. These cookie IDs may not be recognized by us and are classified ‘Unknown’ and measured as out-of-target.
- Testing – DSPs and programmatic companies will typically test up to a few hundred impressions to ensure the creative is working well and there are no issues with ad serving. This sometimes causes a small percentage of ads to be delivered to out-of-target companies.
- General Ad Tech Challenges – There’s always a margin of error in ad tech due to things that cannot be controlled in such a dynamic and real-time environment.