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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.
Dig deeper: Marketers debate what it takes to succeed with intent data
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.
About the author
Kim Davis is currently the Editor-in-Chief of MarTech. Kim was born in London but has lived in New York for almost three decades. It started covering enterprise software ten years ago. His experience includes enterprise SaaS, digital ad-based urban planning and SaaS applications, digital technology and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a specialist marketing technology website which subsequently became a channel for established direct marketing brand DMN. Kim joined DMN in 2016 as a senior editor, rising to executive editor and then editor-in-chief, a position he held until January 2020. Shortly thereafter, he joined Third Door Media as editorial director at MarTech.
Kim was an associate editor for the New York Times hyperlocal news site The Local: East Village and previously worked as an academic editor and music journalist. He has written hundreds of New York restaurant reviews for a personal blog and has been an occasional guest contributor to Eater.
