Company targeting is one of technographic targeting capabilities.
Based upon IP lookup technology, company targeting allows to target specific companies on a network or website. It can also be used to personalize ads within a campaign according to the company size or kind of industry for instance.
Company targeting can also be used on the advertiser site to personalize the offer. In this case an element of the homepage can be personnalized.
Company targeting is made thanks to a database which matches IP addresses and companies. Company recognition can only be done for at work browsing.
Examples of company targeting on B2B websites:
Images source DemandBase case studies.