• by Ray Schultz , September 10, 2018

Viant, an ad-technology company, is offering a suite of B2B data segments through the Viant Advertising Cloud, thanks to partnerships with Dun & Bradstreet, Transunion, Infogroup, HG and PeopleFinders DaaS.

The data can help brands reach professionals by title, vertical, company size and location across devices, the firm says. Firms can conduct account-based marketing, using technographic and firmagraphic data, while personalizing at the B2C level, it claims. 

The service also includes analytic capabilities.

Viant cites statistics from Demand Gen Report showing that 55% of B2B companies need to improve their measurement capabilities, and that 52% say they need to extend their marketing influence across the entire customer journey.   

“B2B marketers have largely been underserved by advertising technology innovation and have had to leverage dated methods and approaches to reach their target audiences,” states Jon Schulz, CMO for Viant.

Viant’s partnership Dun and Bradstreet provides it with access to over 300 million business records, while Transunion brings data on 70 million small businesses to the table. These compilers also supply email addresses.

Clients can fully manage campaigns or help brands conduct them on a self-service basis, the firm continues.