Data-driven content creation
Balancing audience and advertiser needs is hard
Publishers have the difficult task of providing users with informative content that delivers notable value and supports audience development, while still serving the needs of advertisers to engage users with product-specific content.
Base content creation on Intent data
Base your content creation on the B2B content that your audience is consuming and interested in, when not on your site. By analyzing which topics of content are most commonly researched at businesses cross-referenced to industry, geography or market segment, you can identify larger market trends.
Chief content officers, VPs of content, audience development and editorial teams
Applying behavioral content insights to specific market segments
Increased audience engagement
Business audience targeting
B2B advertising is missing the mark
B2B brands have embraced account-based marketing and sale, en masse. However, the media plan is mostly disconnected. Advertising is chosen by site or broad audience segment, rather than delivering ads only to those target accounts that sales teams are focused on.
Build audience segments with Intent data
Build audience segments based on company name, location, size, functional area, seniority, and content interest via all major programmatic platforms including a publisher’s data management platform.
Ad operations, programmatic media sales
Use our B2B data to build audience segments directly or via platforms like Krux, Lotame, Adobe, and Oracle Data Cloud.
20-40% increase in performance metrics for display advertising