and-implementation-800x450.png" class="attachment-large size-large wp-post-image" alt="Arrow hitting target held by man standing on hill" style="margin-bottom: 15px" />B2B intent data platform Bombora has announced integrations with Audigent’s private marketplaces (PMPs). Audigent, a part of Experian, is a data activation, curation and identity platform. Audigent’s Smart, Contextual and Cognitive PMP products package privacy-safe first-party data and match audiences to premium advertising inventory across channels.
Bombora captures company research behavior as intent signals at account and individual levels. 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 relation of direct advertising. No longer. Data quality has improved massively and, for some time now, it has been a channel of growing importance for B2B marketers. As for CTV, which Audigent serves, it is a booming channel. Layering company intent data over 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 are saying. “Combining Bombora’s industry-best B2B audience segments with our premier curation platform provides B2B advertisers a new way to unlock efficiency and deliver both consideration and results across B2B buying cycles,” said Ted Smith, CBO, Audigent in a release.
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