The B2B media brief says all the right things:
ICP locked. Channels selected. ABM goals defined. TAL provided
Then comes the budget, the partner list, and the first set of launch assets.
But somewhere between the spreadsheet and the DSP, it falls apart.
Not because the budget was too small.
Not because the creative wasn’t compelling.
But because the strategy was misaligned with how B2B advertising actually works - at the infrastructure level.
Most strategies fail at the targeting layer.
You’re targeting “accounts” with signals built for consumers.
You’re relying on firmographics without validating identity.
You’re treating the DSP like a matching engine - when in reality, it’s just a sorting hat.
what does that mean? Many teams approach demand-side platforms (DSPs) with the assumption that they operate like matching engines - that if you simply upload the right audience l…
