One of the main questions we get asked by our clients here at AccountBase is very simple: “how do we keep control of our brand is Programmatic B2B?” Our answer is simple: demand brand safety by design, not just as an option

Unfortunately, many ABM platforms treat B2B Display ( Account Based Advertising ) like and old pair of slippers. They do the job and although sometimes they look a bid jaded and threadbare, they are basically OK. Customers get enough impressions and clicks so at the end of the day, why rock the boat?

And therein lies the problem. Keeping an eye for brand safety should be the starting point.

Let’s be honest, most of the bad press around display advertising has good reason to be. Over two-thirds of US marketers polled 18 months ago said they had been exposed to brand safety issues, at least once. Moreover, over 50% had suffered more than once, meaning that the issue is far from being under control.  The top types of unsafe content that brands are exposed is disasters/tragedies, divisive politics  and fake news.

The very nature and complex inventory chain of programmatic advertising transactions adds to the challenges of ABM Display Platforms protecting themselves from unsafe content.

Why is AccountBase different?

Our starting point is media, not technology.

We believe B2B companies should invest in digital advertising that is viewable by a real human who is in our target audience in the right company, served in an appropriate editorial environment and underpinned by independent industry certification.

Brand Safety

As such we are ideally placed to measure digital inventory quality and apply the brand safety tools to protect clients from risks in the digital supply chain.

An illustration as example is keyword detection, which allows for the filtering of unwanted topics from the available inventory. Or blacklists which helps ensure a better grip on safety and unwanted machine clicks.

Implemented correctly, brand safety will deliver B2B content in the right context. If the ground-work has been carried out properly,the basic building blocks are put into place, Programmatic B2B can be fully exploited by the marketing and sales departments.


AccountBase is part of GroupM, the world’s largest media buying and technology group.

For more details on how GroupM is committed on operation excellence on brand safety leadership, see here.

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