• by Ray Schultz , Columnist, September 12, 2023

B2B media buyers are being offered new programmatic reach, thanks to a partnership between marketing provider ZoomInfo and demand-side ad platform The Trade Desk. 

ZoomInfo’s "MarketingOS" account-based marketing tool enables brands to buy ads in business publications through real-time auctions, thanks to integrations with exchanges and supply-side platforms. 

MarketingOS clients can now avail themselves of the Trade Desk’s ad auction process and access to inventory, enabling them to programmatically deliver display, video and audio ads, ZoomInfo reports. 

The arrangement will help B2B brands “scale their audiences and unlock new avenues for customer acquisition,” says Bryan Law, chief marketing officer at ZoomInfo.

The new capability is now available to U.S. customers.

The integration is more promising given “the available inventory, including connected TV, that can be bought programmatically, which really can change the way B2B marketers plan and execute their campaigns,” says Ed Chater, senior vice president of global client service at The Trade Desk