Bombora integrates with Audigent’s PMPs


B2B intent data platform Bombora 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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About the author

Kim DavisKim Davis

Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, 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 Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic 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.



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