Bombora, the leading provider of B2B data solutions for brands, agencies and publishers, announced an integration with Audigent, a part of Experian and a leading data activation, curation and identity platform. Through this collaboration, Bombora’s syndicated B2B audiences are now available at scale within Audigent’s suite of curated private marketplaces, including their SmartPMP™, ContextualPMP™ and CognitivePMP™ products.
Bombora’s B2B advertisers can now use Audigent’s industry-leading curation solutions, tapping into one of the most effective and efficient programmatic ad buying tactics. This combination of data, inventory, and B2B-specific signals allows B2B marketers to better target their programmatic advertising campaigns to the buyers (and committees) who are most interested in specific products or services. This also allows for the real-time optimization of segments in-flight, unlocking more advanced targeting and a new opportunity for optimization with Bombora’s world-class data.
Through Audigent’s PMPs, B2B advertisers can now take advantage of Bombora’s audience segments across all environments, including CTV, which are now available via Audigent curated marketplaces including Simpli.fi, Basis, Microsoft Invest and others.
“B2B advertisers have specific needs when it comes to identifying, reaching, and engaging their sales prospects, which makes curation a particularly attractive approach to meet their goals,” said Ted Smith, Chief Business Officer, Audigent. “Combining Bombora’s industry-best B2B audience segments with our premier curation platform provides B2B advertisers a new way to unlock efficiency and deliver both consideration and results across B2B buying cycles.”
Bombora’s B2B digital audiences are derived from its one-of-a-kind B2B premium Data Co-op governed by persistent privacy-first, consent-driven data collection protocols. Bombora’s account and persona-level data graph powers infinite segmentation based on firmographic and behavioral attributes including proprietary B2B interest areas. By understanding the research behaviors of companies and their employee groups, Bombora is able to measure signals including when a B2B buying committee exhibits a “surge” in intent.
“We are seeing more and more demand for curation,” says Mike Burton, co-founder and EVP Strategic Partnerships at Bombora. “We are excited to bring together our B2B Intent and Audience data with Audigent’s leading curation capability. This is a powerful combination!”
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