B2B intent data platform Bombora has announced integrations with Audigent Private Marketplaces (PMP). Audigent, part of Experian, is a data activation, curation, and identity platform. Audigent’s intelligent, contextual and cognitive PMP products aggregate first-party, privacy-compliant data and match audiences with premium advertising inventory across all channels.
Bombora captures business search behavior as intent signals at the account and individual level. Bombora customers will now be able to activate this intent data through Audigent’s programmatic ad buying capabilities.
Why we care. Programmatic was once the poor cousin of direct advertising. Not anymore. Data quality has improved significantly and has been an increasingly important channel for B2B marketers for some time. As for CTV, which Audigent serves, it is a growing channel. Overlaying business intent data on top of Audigent’s audience and inventory capabilities is an eye-catching proposition.
Dig Deeper: Marketers discuss what it takes to succeed with intent data
What they say. “Combining Bombora’s best-in-class B2B audience segments with our industry-leading curation platform gives B2B advertisers a new way to unlock efficiency and deliver both consideration and results across advertising cycles. “B2B purchasing,” said Ted Smith, CBO, Audigent in a statement.
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About the author
Kim Davis is currently an editor at MarTech. Born in London, but a New Yorker for almost three decades, Kim became interested in enterprise software ten years ago. His experience spans enterprise SaaS, data-driven city planning, and digital advertising, as well as applications of SaaS, digital technology, and data in marketing. He first wrote about marketing technology as editor of Haymarket’s The Hub, a marketing technology website, which later became a channel of established direct marketing brand DMN. Kim joined DMN proper in 2016, as editor-in-chief, rising to editor-in-chief, then editor-in-chief, a position he held until January 2020. Shortly after, he joined Third Door Media in as editorial director at MarTech.
Kim was an assistant editor at a hyper-local New York Times news site, The Local: East Village, and previously worked as an editor at a college publication and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog and has been an occasional guest contributor to Eater.
