Programmatic advertisers continue to expand partnerships.
This week Bombora, which provides intent data, announced an integration with Experian's Audigent.
Data
quality has improved for B2B marketers, making programmatic more important to business marketers.
This integration means Bombora's syndicated B2B audiences have
become available in Audigent’s suite of curated private marketplaces through the partnership.
Products include SmartPMP, ContextualPMP and CognitivePMP, making it easier to target buyers
of advertisers' product and services.
Paul DeJarnatt, vice president and managing director at independent media planning and buying agency Novus Media, is always looking for
new ways to improve client performance through data signals if it means improving campaign performance with a variety of signals.
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B2B advertisers can use
Bombora’s audience segments across all types of media, including connected TV (CTV). These are available via Audigent's curated marketplaces, including Simpli.fi, Basis, Microsoft Invest and
others.
Bombora in December launched a partnership with Quora, giving it access to 400
million monthly unique visitors. The audience targeting included Account-Based Marketing (ABM) capabilities.
Through this partnership, advertisers gained access to Bombora’s more than
450 B2B audience segments in the Quora Ads platform.
The integration enabled marketers to precisely target professionals based on attributes such as job function, seniority level, company
size, and industry vertical. This is something that LinkedIn has offered for some time.
LinkedIn began targeting B2B marketers by segment with the
launch of its Account Targeting, the same year Microsoft acquired the company. It allowed marketers to specifically target accounts based on company
data, providing a more focused approach to account-based marketing (ABM) on the platform.