The two matching methods
| Method | How it works | Weak spot |
|---|---|---|
| IP-to-account | Company IP ranges are uploaded to a demand-side platform, which bids when users browse from those networks | Remote work and small companies |
| Email or device graphs | Hashed emails are matched to cookies or device IDs | Match rates vary widely by platform |
Typical numbers, from vendor guides
One 2026 vendor guide gives these planning figures; treat them as directions, not benchmarks:
- IP accuracy: 70–90% for companies over 500 people, 50–70% for 50–500, 20–40% under 50.
- Open-web CPMs: about $5–20, with ABM platforms adding fees on top.
- Frequency: 15–20 impressions per person per month for awareness.
What it's good at
- Reaching a known list across many sites.
- Controlling frequency by account.
- Low cost per impression.
Where it falls short
- Intent is inferred, usually from third-party data, not stated.
- Attention is low: display sits next to content people came for.
- Small and remote-heavy companies are hard to reach.
How it compares with AI ads: Programmatic ABM vs AI advertising.
The typical setup
- Build the account list and tiers.
- Get IP ranges or contact lists for those accounts from a data provider.
- Upload them to a demand-side platform or ABM platform.
- Set frequency caps and creative per tier.
- Report on account reach, engagement and visits.
Questions to ask a programmatic ABM vendor
- What match rate do you expect for our list, by company size?
- How do you handle remote workers?
- What's included in the fee, and what's charged on top of media?
- How do you report engagement by account?
- Can we export engaged accounts to our CRM?
Questions
Is programmatic ABM the same as LinkedIn ABM?
No. LinkedIn targets people by company and job title inside LinkedIn. Programmatic targets networks or devices across many sites.
Can programmatic ABM reach people inside ChatGPT?
No. ChatGPT ads are bought only through OpenAI's Ads Manager and its partners, and can't target accounts.
What budget does it need?
Vendor guides suggest starting with 30–50 accounts and scaling after about four weeks.
Start here: ChatGPT ads for ABM. More articles in ABM and AI ads.