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Generally speaking, there are two ways to run ABM ads: by matching contacts, and by matching accounts.

If you have a list of contacts you want to serve ads to, you use that list for advertising via an ABM ad platform; if you have a list of companies instead, then you enter those in your platform.

Both approaches are valid, but each has its pitfalls as well as its own set of metrics—match rates—to monitor.

A post and infographic by RollWorks, a division of AdRoll Group and a provider of an account-based platform, explain match rates in detail to help you navigate your ABM advertising strategy.

Check out the infographic for more:

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ABOUT THE AUTHOR

image of Vahe Habeshian

Vahe Habeshian is the director of publications at MarketingProfs and a longtime editor. Reach him via vahe@marketingprofs.com.

LinkedIn: Vahe Habeshian

Twitter: @habesh