ZoomInfo (NASDAQ: ZI), the go-to-market platform to find, acquire, and grow customers, today announced a strategic integration with global advertising technology leader The Trade Desk. Leveraging The Trade Desk’s industry-leading platform, ZoomInfo has expanded its omnichannel ad network to access more premium publishers and deliver display, video, and audio ads internationally for the first time.
MarketingOS, ZoomInfo’s account-based marketing (ABM) platform, is the ideal hub for executing business-to-business (B2B) advertising campaigns, offering dynamic intent market signals and entire categories of intent data that aren’t available anywhere else. It offers the industry’s first in-house B2B demand-side platform (DSP), focused on meeting the needs of companies doing true B2B account-based marketing, and optimized to match critical account context, not high-level insights.
By directly integrating with top exchanges and supply-side platforms (SSPs), MarketingOS enables customers to buy ads through real-time auctions for placement in top-tier business publications. On the back end, ZoomInfo takes users’ customized audiences and campaign information and executes campaigns programmatically via The Trade Desk’s ad auction process.
MarketingOS customers can now create advertising campaigns that leverage the power of The Trade Desk’s platform innovation, capitalizing on its access to the industry’s widest reach of available inventory. With improved domestic reach and the ability to target new international audiences, customers should see improved campaign performance and better ROI, leading to sustained business growth.
“MarketingOS is the optimal solution for companies looking to target advertising to B2B buyers in a data-driven way,” ZoomInfo Chief Marketing Officer Bryan Law said. “Our industry-leading audience creation capabilities are built on the strongest data foundation in the market, and with The Trade Desk expanding our reach, we can now deliver the best of both worlds. This partnership opens the door for our customers to scale their audiences and unlock new avenues for customer acquisition.”
“In the world of B2B marketing, companies have tremendous opportunity to supercharge their advertising campaigns, bringing them closer to the right audience,” said Ed Chater, SVP of Global Client Service at The Trade Desk. “ZoomInfo is leading the way for B2B and account-based marketing via their MarketingOS platform, and we’re excited to see our innovation power their capabilities that leverage data and decisioned media buying. This is even more exciting when thinking about the available inventory, including connected TV, that can be bought programmatically, which really can change the way B2B marketers plan and execute their campaigns.”
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