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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**Bombora Announces Integration with Audigent’s Private Marketplace Deals (PMPs): A Game-Changer for Data-Driven Advertising**
In a significant development for the digital advertising and marketing ecosystem, Bombora, a leading provider of B2B intent data, has announced its integration with Audigent’s Private Marketplace Deals (PMPs). This collaboration promises to enhance the precision, efficiency, and scalability of programmatic advertising campaigns, offering marketers a powerful new way to engage their target audiences with data-driven insights.
### What Is Bombora?
Bombora is a renowned name in the B2B marketing space, specializing in intent data that helps businesses understand which companies are actively researching their products or services. By analyzing billions of content consumption signals across the web, Bombora identifies intent topics and provides actionable insights to sales and marketing teams. This enables businesses to focus their efforts on prospects that are most likely to convert, reducing wasted resources and improving ROI.
### What Are Audigent’s Private Marketplace Deals (PMPs)?
Audigent is a leading data activation, curation, and identity platform that powers advanced audience targeting solutions. Its Private Marketplace Deals (PMPs) are programmatic advertising deals that allow advertisers to access premium, curated audiences in a privacy-compliant manner. PMPs are designed to provide advertisers with high-quality, pre-packaged audience segments that can be activated across various demand-side platforms (DSPs) for precise targeting.
Audigent’s PMPs are particularly valuable in today’s privacy-conscious digital landscape, as they leverage first-party data and advanced identity solutions to ensure compliance with data privacy regulations while maintaining robust targeting capabilities.
### The Significance of the Integration
The integration of Bombora’s intent data with Audigent’s PMPs represents a major step forward in the evolution of programmatic advertising. Here’s why this partnership is so impactful:
#### 1. **Enhanced Audience Targeting**
By combining Bombora’s intent data with Audigent’s curated PMPs, advertisers can now target audiences with unparalleled precision. Bombora’s data identifies businesses that are actively researching specific topics, while Audigent’s PMPs provide the infrastructure to reach these audiences programmatically. This ensures that ads are served to the right people at the right time, increasing the likelihood of engagement and conversion.
#### 2. **Scalable Programmatic Campaigns**
The integration allows advertisers to scale their programmatic campaigns without sacrificing accuracy. Bombora’s intent data provides a steady stream of high-quality audience insights, while Audigent’s PMPs enable seamless activation across DSPs. This scalability is particularly valuable for enterprise-level advertisers looking to expand their reach while maintaining a focus on high-intent prospects.
#### 3. **Privacy-First Advertising**
In an era where data privacy is a top concern, the partnership between Bombora and Audigent stands out for its commitment to compliance. Both companies prioritize the use of privacy-compliant data, ensuring that advertisers can leverage advanced targeting solutions without running afoul of regulations like GDPR and CCPA.
#### 4. **Improved ROI**
By focusing on high-intent audiences, advertisers can reduce wasted ad spend and improve their return on investment (ROI). The integration enables marketers to allocate their budgets more effectively, targeting only those prospects who are most likely to convert.
#### 5. **Seamless Activation**
The integration is designed to be user-friendly, allowing advertisers to activate Bombora’s intent data within Audigent’s PMP framework with minimal friction. This ease of use ensures that marketers can quickly incorporate the new capabilities into their existing workflows.
### Use Cases for the Integration
The Bombora-Audigent integration opens up a wide range of possibilities for B2B and B2C advertisers alike. Here are a few potential use cases:
– **Account-Based Marketing (ABM):** B2B marketers can use Bombora’s intent data to identify high-value accounts that are actively researching their solutions and then target those accounts programmatically through Audigent’s PMPs.
– **Demand Generation:** Advertisers can leverage the integration to drive demand for their products or services by targeting audiences that have shown interest in relevant topics.
– **Event Promotion:** Companies hosting webinars, conferences, or other events can use the integration to reach professionals who are actively researching topics related to the event.
– **Competitive Conquesting:** Marketers can identify prospects researching competitors’ offerings and serve them targeted ads to highlight their own unique value propositions.
### Industry Implications
The partnership between Bombora and Audigent is a testament to the growing importance of data-driven advertising in the digital marketing landscape. As third-party cookies continue to be phased out, the industry is shifting toward solutions that prioritize first-party data, privacy compliance, and advanced targeting capabilities. This integration aligns perfectly with these trends, offering a forward-looking solution that meets the needs of modern advertisers.
Moreover, the collaboration underscores the value of partnerships in the ad tech space. By combining their respective strengths, Bombora and Audigent have created a solution
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