• by Philip Rosenstein , April 24, 2017

Audience data platform Eyeota has partnered with Dun & Bradstreet to offer B2B-focused audience data sets through new marketplace integrations.

Dun & Bradstreet is offering Eyeota clients 350 of its own audience segments, particularly focused on B2B verticals like finance, insurance, telecommunications and technology.

Targeting business professionals programmatically takes a different approach than targeting audiences based on traditional third- and first-party data, with a wide range of attributes for a business-centric audience, including sales, industry, job function, position, company grown, spend capacity, ownership and legal structure.

“As marketers continue to look at new approaches to increase sales conversations and drive lead generation, B2B programmatic is emerging as a necessity,” stated Kevin Tan, CEO and managing director for the Americas at Eyeota. “Our partnership with Dun & Bradstreet will enable marketers to identify key prospects and reach decision makers with targeted content to help them along the path to purchase.”