Account based marketing (ABM)vsprogrammatisk

Account Based Marketing (ABM) focuses on targeting and engaging specific high-value accounts with highly personalized campaigns, while programmatic advertising automates the buying and placement of digital ads using data-driven audience targeting. The relationship between ABM and programmatic lies in the ability of programmatic platforms to execute ABM strategies at scale and with precision. Specifically, programmatic enables marketers to identify and target the exact companies, decision-makers, and personas defined in an ABM strategy by leveraging IP-based targeting, CRM data integration, and third-party intent data. This allows for delivering tailored ad creative across multiple digital channels (display, video, social) directly to the right stakeholders within target accounts, increasing relevance and engagement. Moreover, programmatic’s real-time bidding and optimization capabilities help continuously refine ABM campaigns based on performance metrics, improving ROI. Therefore, programmatic acts as a critical execution layer that operationalizes ABM’s account-level personalization and targeting objectives in a scalable, automated fashion, bridging strategic account focus with tactical digital media delivery.