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Bombora and BPA Worldwide create new revenue opportunities for publishers through Audience Insights and ABM Platform

July 25, 2018

Bombora’s B2B Intent Data is now available through the BPA Media Exchange to help publishers build profitable audience insight tools and offer Account Based Marketing (ABM) programs directly to B2B marketers.

With the heightened competitive climate, online B2B publishers are increasingly challenged to generate revenue from their site visitors and offer unique tools to marketers. Meanwhile, B2B marketers are hard-pressed to find valuable audience insights and targeting capabilities that meet similar standards and scale as the B2C space.

“A publisher’s audience is an incredibly valuable resource, provided they know how to package desirable segments that appeal to advertisers,” said Steve Lilly, SVP, Data Partnerships and co-founder at Bombora. “Accessing anonymous insights from thousands of other publishers within the Bombora Co-op helps BPA Worldwide’s publishers better understand their audience and drive better business outcomes for data-driven marketers looking to reach certain companies as part of increasingly popular ABM strategies.”

There is massive revenue potential for B2B publishers that can employ methods to help marketers reach their target audiences with accuracy. In order to help publishers capture this opportunity, BPA Worldwide, a global leader in auditing media, has incorporated data from the B2B Data Co-op into the BPA Media Exchange. Publishers that are a part of this exchange can access first-party Intent data and insights from the Data Co-op, which aggregates content consumption habits of 2.8 million businesses across the web.

Publishers may use these audience insights to create ad activation tools, enhance targeting capabilities, and launch ABM programs for marketers. Thus, these highly desirable segments will drive more advertising spend on publisher sites.

“As marketers adopt ABM strategies, they are narrowing their focus on in-market target accounts. Efficiently reaching these active segments requires detailed insights about which prospects are potentially in market. Bombora’s Company Surge® data measures content consumption and search traffic for topics related to B2B advertisers’ products and services, derived from its Data Cooperative. When a company consumes more content around a topic than normal, it is a strong purchase Intent signal, making these companies high-priority targets for advertisers,” said Lilly of Bombora.

“BPA Worldwide is building an environment for transparent and verified online and offline media solutions for publishers and marketers,” said Scott Roulet, VP at BPA Media Exchange. “Giving publishers access to programmatic ad delivery infrastructure and insights opens the door to greater targeting capabilities. This in turn leads to higher ad revenue. Solutions like Bombora help publishers derive even more value out of their highly-sought-after visitors.”

Learn more about becoming a publisher and using Bombora Intent data in the BPA Media Exchange.

Parts of this post were first published on GlobeNewswire.