Innovating for Enhanced B2B Targeting
B2B advertisers are no stranger to programmatic ad buying, yet their efforts to execute B2B targeting are often limited by DSPs designed with B2C advertising needs in mind.
Challenges to unlocking the full potential of programmatic range from difficulties targeting account-based audiences, to sourcing scalable, high-quality B2B audiences that perform. There are also major concerns about the uncertain future of third-party cookies – without which targeting accounts becomes even more elusive. In short, B2B advertisers are struggling to maximize their campaigns for scale and performance.
Leveling Up with New Identifiers
To help B2B advertisers conquer these challenges, Bombora has partnered with industry-leading ad tech companies to incorporate alternative identifiers as part of their audience solutions capabilities. These new identifiers, which include mobile ad IDs (MAIDs) and Unified ID 2.0 (UID2), make it possible to reach the most relevant, highly engaged audiences at the right place and time.
The Trade Desk’s UID2 provides a superior, privacy-conscious alternative to cookies, enabling B2B advertisers to engage target audiences across the open internet.
Bombora’s UID2-powered audiences deliver an accurate, scalable solution which enables B2B advertisers to:
- Expand beyond cookie targeting to improve scalability across platforms and browsers including CTV and Safari
- Optimize campaigns in real-time with transparent measurement
- Align audiences and message for relevant targeting
Adopting UID2 audiences reduces B2B advertisers’ reliance on cookies and provides them with the precision and scale that’s eluded them.
Connecting with B2B audiences across platforms
Deployability is crucial for B2B programmatic solutions, which is why Bombora supports B2B strategies across many platforms that transact in alternative ID targeting. This allows B2B advertisers to target audiences across connected devices including connected TV (CTV) – opening up new avenues and empowering them to:
- Extend the reach of campaigns
- Enhance the accuracy of account-level targeting
- Plan campaigns to optimize engagement
- Make better use of ad spend
Bringing intelligent targeting to B2B
Through exclusive partnerships with The Trade Desk (TTD) and Chalice AI, B2B advertisers can optimize impression delivery to target accounts and access robust B2B measurement. Intelligent Account-Based Marketing or iABM is the first solution that combines the precision of account-based audiences with the scale and robust platform capabilities enterprises demand.
Partnering to drive success
Using our Planning & Measurement Suite, advertisers collaborate with our Digital Audience teams to enable rapid fine-tuning of campaign strategies. Teams provide recommendations and best practices for audience curation that enable optimal reach, increased engagement and enhanced campaign performance—with a noticeably higher return on ad spend.
Innovation that delivers
Bombora’s unique advantage — innovation that drives meaningful business outcomes for our clients. From Partnerships with TTD and Chalice AI that expand targeting capabilities, to the addition of new UID2 and MAID powered audiences, we are committed to upleveling B2B programmatic targeting.
And it’s all part of our larger effort to connect you with the high-quality audiences you seek and maximize the performance of your B2B advertising campaigns.