Gravy Analytics has formed a partnership with Bombora to help B2B brands reach segmented audiences
The arrangement employs the location-based insights provided by Gravy Analytics and Bombora’s B2B2C (business-to-business-to-consumer) Audiences, a tool that provides B2B ‘seniority and functional area subsegments, with firmographic and demographic data.
These audiences are available within LiveRamp Marketplace and other LiveRamp downstream platforms, such as The Trade Desk.
These audience segments reflect a diverse range of interests based on real-world consumer behavior, including luxury lifestyle and health and wellness, Gravy Analytics says Advertisers can personalize B2B messaging based on the real-world interests of their prospects, the company adds.
Case in point: C-suite residents interested in craft coffee brands would receive different app messaging and ads than executives who are fitness energy drink purchasers, Gravy Analytics says.
The partnership is designed to “deliver more impactful campaign engagement and provide advertisers with profound insights to target at scale and thrive in the ever-evolving realm of digital advertising,” says Tony Mowad, vice president of business development at Bombora.