Account based marketing (ABM)vsserver-side

Account Based Marketing (ABM) focuses on targeting and engaging specific high-value accounts with personalized marketing efforts. Server-side technologies enable more precise, reliable, and privacy-compliant data collection and activation by processing user interactions and customer data on the server rather than in the browser. This server-side approach allows marketers to integrate multiple data sources (CRM, intent data, website behavior) into a unified profile for each target account, ensuring that ABM campaigns deliver highly tailored content and ads. Additionally, server-side infrastructure supports real-time decisioning and orchestration of personalized experiences across channels, improving the accuracy and effectiveness of ABM strategies by reducing data loss from browser limitations (e.g., ad blockers, cookie restrictions). Therefore, server-side capabilities underpin the data integration, activation, and measurement processes that make ABM scalable and precise in digital environments.