Digital Display with B2B Precision
Reach verified business audiences across premium inventory—without third-party cookies. Programmatic built on verified business data—brand-safe, measurable, and privacy-ready.
Privacy-Safe • Brand-Safe • Transparent Reporting
Programmatic That Actually Understands B2B
The Old Way Wastes Your Budget
Traditional programmatic display treats B2B like B2C—casting wide nets with consumer data, delivering impressions to anyone and everyone. The result? Wasted spend on irrelevant audiences, opaque reporting that obscures real performance, and broad targeting that misses your actual decision-makers.
Your CFO sees the invoice. Your board sees the impressions. But nobody sees the pipeline impact because the foundation—the targeting itself—was never built for business buyers.
Fairway Builds Different
We start with verified business intelligence, not guesswork. Every impression targets real companies, real roles, real decision-makers—using firmographic data licensed from trusted B2B sources, not scraped consumer cookies.
Premium programmatic buying meets enterprise-grade targeting. Brand safety controls meet transparent measurement. The result is programmatic display that finally works the way B2B marketers need it to: precise, accountable, and privacy-compliant from day one.
Three Pillars That Make Fairway Different
Verified B2B Targeting
Reach decision-makers by industry, company size, job function, and seniority. Built on licensed business data from Fairway's preferred data partner—not consumer browsing behavior.
- Firmographic precision (NAICS, revenue, employee count)
- Role-based targeting (title, function, seniority)
- Geographic control (metro, radius, or account-specific)
Premium Programmatic Buying
Your ads run on quality inventory through enterprise DSPs with full brand safety and contextual controls. No ad exchanges filled with low-quality placements—just premium publishers your prospects actually read.
- Enterprise-grade demand-side platforms
- Publisher whitelists and category controls
- Viewability and fraud prevention built-in
Transparent Measurement
See exactly where your budget goes and what it delivers. Engagement by audience segment, geography, and creative variant—plus actionable optimization recommendations after every reporting cycle.
- Audience performance breakdowns
- Placement and creative analysis
- Clear next-step recommendations
How Fairway Digital Display Works
Four disciplined steps transform your ideal customer profile into measurable programmatic performance. Every campaign follows this proven framework—designed for B2B buying cycles, optimized for business outcomes.
01
Audience Design
We define your ICP using firmographics, job roles, and geographic parameters powered by Fairway's preferred data partner. No consumer PII—just verified business intelligence that identifies your buyers where they work. 🔒 Privacy-safe data construction
02
Activation
Your campaign launches across premium programmatic channels with contextual targeting and brand safety controls active from impression one. Enterprise DSPs ensure your ads appear on quality inventory—business publications, industry sites, professional networks.
03
Optimization
Continuous performance monitoring identifies top-performing segments, placements, and creative variants. Budget automatically reallocates toward what's working—more impressions with engaged accounts, fewer with low-intent traffic. Real-time adjustments, measurable improvement.
04
Reporting
Detailed breakdowns show engagement by audience, geography, and creative. You'll see which industries respond, which roles engage, which placements deliver—plus clear recommendations for the next cycle. Transparency replaces guesswork.
Prefer the story format? Read our Curious Client conversation →
Targeting Options Built for B2B Complexity
Programmatic precision requires more than demographics. Fairway gives you the building blocks to construct audiences that mirror your actual sales strategy—from broad market expansion to surgical ABM plays.
Industry Targeting
Target by NAICS code or broader industry vertical. Example: Reach all software companies with 500+ employees, or narrow to SaaS firms in cybersecurity specifically.
Company Size
Filter by revenue bands or employee count. Example: Enterprise accounts with $100M+ revenue, or mid-market firms with 200-1,000 employees.
Geographic Precision
Metro-level targeting or custom radius around key markets. Example: All manufacturing firms within 50 miles of Chicago, or decision-makers in the Northeast corridor.
Job Function & Seniority
Reach specific roles and decision-making levels. Example: VPs of Marketing in B2B companies, or IT Directors at healthcare organizations.
Account Lists & ABM
Upload target account lists for 1:1 or 1:few ABM campaigns. Example: Serve display to your top 100 prospect accounts actively in your sales pipeline.
Contextual Categories
Layer content context on top of audience targeting. Example: Reach CFOs while they're reading financial news or supply chain content.
Creative Formats & Technical Specifications
Supported Ad Formats
Fairway Digital Display supports all standard IAB formats plus high-impact units for maximum visibility. Every creative goes through QA for mobile and desktop compatibility, load performance, and click tracking accuracy before launch.
Standard Display Units
- 300×250 – Medium Rectangle (most common, mobile-friendly)
- 728×90 – Leaderboard (desktop header placement)
- 160×600 – Wide Skyscraper (sidebar visibility)
- 300×600 – Half Page (high engagement, premium inventory)
- 970×250 – Billboard (desktop homepage takeovers)
Advanced Formats
HTML5 animated units, expandable rich media, and high-impact custom executions available for enterprise campaigns. All formats include viewability tracking and creative performance measurement.
Creative Requirements
- File formats: JPG, PNG, GIF, HTML5
- Max file size: 150KB (static), 300KB (HTML5)
- Animation: 15 seconds max, 5 loops
- Click tracking: Must support 1x1 impression pixels
- Mobile optimization: Responsive or separate mobile creative
Measurement & Reporting You Can Actually Use
What You'll See in Every Report
Fairway reporting focuses on actionable insights, not vanity metrics. Every campaign report includes performance breakdowns that help you make better decisions—which audiences to scale, which placements to pause, which creative variants to iterate.
- Impressions & Reach: Total delivery plus unique accounts reached
- Verified Viewability: MRC-accredited viewability measurement across all placements
- Engagement by Audience: Performance segmented by industry, company size, role, and geography
- Placement Analysis: Site-level breakdown showing which publishers drive engagement
- Creative Performance: A/B testing results and variant-level CTR comparisons
- Optimization Notes: Specific recommendations for the next reporting cycle
Reporting Cadence
Standard campaigns receive bi-weekly performance summaries with monthly deep-dives. High-velocity campaigns get weekly reporting with real-time dashboard access for daily monitoring.
Every report includes comparison to previous periods, benchmark performance for your industry, and clear next-step recommendations. No data dumps—just the metrics that matter for B2B campaign optimization.
Privacy, Compliance & Brand Safety
Built on Privacy-First Principles
Fairway Digital Display operates without consumer PII or third-party cookies. Every audience is constructed using licensed, consented B2B data from Fairway's preferred data partner—verified business intelligence that respects individual privacy while delivering B2B precision.
Non-PII Audience Construction
We target companies and roles, not individual consumers. Firmographic and job function data creates precise B2B audiences without collecting or using personal browsing history, email addresses, or consumer identifiers.
Licensed & Consented Data Sources
All targeting data comes from licensed B2B providers who maintain consent and compliance with data protection regulations. No scraped data, no unauthorized third-party cookies, no gray-area tactics.
GDPR & CCPA Alignment
Fairway campaigns comply with global privacy standards including GDPR, CCPA, and emerging regulations. Our data partners maintain certifications and regular audits to ensure ongoing compliance as laws evolve.
Enterprise Brand Safety Filters
Every campaign includes category exclusions, publisher whitelists, and real-time brand safety monitoring. Your ads won't appear next to inappropriate content—automated filters and human review ensure brand protection.
Learn more about our privacy and compliance framework →
Real Results from Verified B2B Targeting
When programmatic targeting aligns with actual B2B buying behavior, performance improves across every metric that matters. Here's what demand gen teams consistently see after switching to Fairway's verified audience approach.
3.2x
Higher Relevancy
Campaigns reach decision-makers instead of broad consumer audiences, resulting in more qualified engagement and fewer wasted impressions on irrelevant traffic.
47%
Less Waste
Verified business targeting eliminates spend on consumer inventory and bot traffic. More budget goes to quality placements where your buyers actually consume content.
100%
Actionable Insights
Transparent reporting shows exactly which audience segments, placements, and creative variants drive results—enabling data-driven optimization instead of guesswork.
Common Outcomes After 90 Days
- Improved engagement rates from better audience-message fit
- Clearer attribution to target account activity
- Reduced cost per qualified engagement
- Higher confidence in programmatic as a channel
- Easier budget justification with transparent reporting
- Faster optimization cycles with actionable data
Frequently Asked Questions
How is targeting built without third-party cookies?
Fairway uses licensed B2B data from our preferred data partner—firmographic information, job roles, and company attributes that don't rely on consumer browsing behavior or cookies. We match business characteristics to ad inventory contextually, not through individual user tracking.
What makes Fairway's B2B targeting different?
Most programmatic platforms repurpose consumer data for B2B campaigns. Fairway starts with verified business intelligence: NAICS codes, employee counts, revenue bands, job functions. We're targeting companies and roles, not guessing based on personal web browsing.
Where do my ads run?
Your campaigns run on premium publisher inventory through enterprise DSPs—business publications, industry sites, professional networks, and quality content properties. We maintain publisher whitelists and category controls to ensure brand-safe placements.
How do you ensure brand safety?
Every campaign includes automated category exclusions, publisher whitelists, and real-time brand safety monitoring. We use enterprise-grade verification tools plus human review to prevent your ads from appearing next to inappropriate content.
What does a standard report include?
Bi-weekly performance summaries show impressions, viewability, engagement by audience/geo/placement, and creative performance. Monthly deep-dives add competitive benchmarks and strategic recommendations. You'll always see where your budget went and what it delivered.
How quickly can we launch?
Most campaigns launch within 7-10 business days after creative approval. Timeline includes audience design consultation, campaign setup, creative QA, and pre-flight testing. Enterprise ABM campaigns with custom account lists may require additional setup time.