• by Tyler Loechner  @mp_tyler, September 10, 2015

Demandbase, a retargeting platform for B2B marketers, on Thursday announced its acquisition of WhoToo, a “data-as-a-service” company that will bring a claimed “hundreds of millions of behavioral, functional and persona profiles” to Demandbase clients, who can use those profiles for targeting purposes.

WhoToo’s data sets will be combined with Demandbase’s “IP identification” technology -- which, as the name suggests, relies on IP addresses instead of cookies for targeting -- to create rich audiences. 

Matt Rowlen, founder and CEO of WhoToo, will lead Demanobase’s “data business team,” per a release. WhoToo and its existing team will remain in Seattle.

Financial terms of the deal were not disclosed.

The acquisition comes less than two months after Demandbase raised $30 million in equity financing.