Understanding 6sense’s Global Advertising Availability


When it comes to global advertising, reaching the right audiences is everything. With 6sense, you’ve got access to ad inventory all around the world, making it easier to scale your campaigns wherever you need them. Whether you’re going for a regional promotion or a full-on global rollout, knowing what’s available in each market is key to getting the most out of your ABM strategy.
Here’s a quick breakdown of what to keep in mind.
Access
6sense’s global campaign delivery depends on account identification, matching, and ad inventory availability. Our access aligns with population size and internet usage trends, factoring in accessibility, reliability and regulations. While we can deliver impressions in most countries, budget fulfillment may be challenging in regions with smaller populations or limited internet access, such as Belize, Iceland, or Zambia.
We do not expect to serve impressions due to limited inventory and/or other restrictions in select countries, including: Afghanistan, Belarus, Cambodia, China, Cuba, Iran, Jordan, Kazakstan, Kenya, North Korea, Kuwait, Laos, Lebanon, Liberia, Morocco, Mozambique, Myanmar, Russia, Sudan, Syria, Turkmenistan, Uzbekistan, Venezuela.
Budget & CPMs
Beyond just price points (yes, higher bids will win a larger percentage of auctions), the ability to spend your desired budget outside the U.S. depends on factors such as the number and size of accounts in your ABM segment, your target countries, and other campaign settings (especially targeting restrictions). For example, while a U.S. campaign with 2,000 accounts and persona targeting may be able to deliver $500/day in spend, an identical campaign targeting only Spain may not. In such cases, consider targeting a wider audience instead of only increasing CPM bids. For instance, removing persona targeting or increasing frequency caps for the Spain campaign could help increase volume.
Average prices fluctuate by geographic region due to differences in supply and demand. While we see many successful campaigns with above or below average prices, we observe the following typical ranges:
- US: $8 - $12
- EMEA: $6 - $10
- APAC: $4 - $8
- LATAM: $3 - $7
Domains
Global advertising inventory is comprised of .com domains with localized content and country specific top-level domains. Content language is typically a mix of the commonly spoken languages in any given country, skewing towards the country’s official language.
Note that the Preferred Publisher List, a curated selection of premium domains and sources, is dominantly English-based and should only be used in markets with an English concentration.
Language
Language is detected at the browser level, so using it in campaign settings can limit bidding opportunities, even if the content matches the target language. Therefore, we do not recommend combining language and country targeting in regions with a dominant language (e.g., English in the United States), as it is often unnecessary. Language targeting is most useful in regions with multiple common languages (e.g., Dutch, French, and German in Belgium) or campaigns spanning multiple countries with different dominant languages but a shared language (e.g., English across Malaysia, the Philippines, and Singapore). In some cases, separate campaigns may be a better approach.
Device
In some countries, mobile devices account for a significantly higher share of internet traffic than desktops, especially in Africa, Asia and LATAM. For campaigns in these regions, ensure all device types are targeted, app inventory is included, and mobile-specific creative sizes (320x50, 300x250) are used.
Performance
Overall, we see the strongest engagement rates in LATAM, followed by APAC and EMEA, and then North America. One of the main drivers of CTR differences between regions is the distribution of impressions on mobile vs desktop. In regions where mobile impressions are more prevalent, CTR performance is usually stronger.
CTR performance in APAC and EMEA are similar to one another when looking at combinations of devices and creative sizes (ie, both regions have similar CTRs for the 728x90s on desktops, 300x250s on mobile, etc). Differences in performance in those regions tend to be due to how impressions are distributed rather than differences in actual performance.
Persona
Data protection laws in Europe (and beyond) may limit inventory availability for persona targeting because a portion of persona targeting is powered by cookie-based technology. In markets with more focus on privacy, cookies are frequently removed, refreshed or restricted. While we’ve recently improved persona reach with alternative email-based identifiers, scale may still be restricted because those identifiers rely on user logins. We therefore recommend using persona targeting sparingly outside the U.S. and supplementing with ABM-only or contextual campaigns.
Contextual
Contextual topics and targeting are language agnostic and function in 40+ languages. They will find the appropriate topical contexts regardless of the language the content is written in. For that reason, contextual is a suitable alternative for some level of targeting in regions where our ability to target via persona is limited due to lack of cookies or other reasons.
Going Global
6sense provides strong global advertising capabilities, but campaign success depends on factors including account selection, campaign configuration, inventory availability, and market conditions. Budget fulfillment can be challenging in regions with smaller populations or limited internet access, and ad delivery may be hindered in certain countries due to regulatory constraints. To optimize performance in these markets, advertisers should consider broadening targeting criteria, adapting bids, and leveraging contextual targeting.
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