B2B intent data platform Bombora has announced an integration with Audigent private marketplaces (PMP). Audigent, part of Experian, is a data activation, management and identity platform. Audigent’s intelligent, contextual and cognitive PMP products contain privacy-safe first-party data and match audiences to premium ad inventory across channels.

Bombora captures company survey behavior as signals of intent at the account level and at the individual level. Bombora customers will now be able to activate this intent data through Audigent’s programmatic ad buying options.

Why do we care? Programmatic was once a poor relation to direct advertising. No longer. Data quality has improved significantly and has been a channel of increasing importance for B2B marketers for some time now. As for the CTV that Audigent serves, yes booming channel. Layering company intent data over Audigent’s audience capabilities and inventory is a striking proposition.

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what they say “Combining industry-leading B2B audience segments with our industry-leading curation platform gives B2B advertisers a new way to unlock efficiencies and drive consideration and results across B2B buying cycles,” said Ted Smith, CBO, Audigent in a release.