B2B Marketing

15/01/2016 | 16:55 GMT+7

Bombora and Adobe Announce Partnership

B2B demographic and intent data provider Bombora announced today the launch of what it says is the first B2B Intent Data offering within Adobe Audience Manager.

The Bombora data is collected across what the company claims is "a first-of-its-kind cooperative of B2B media companies and made available via Audience Marketplace,” which allows the purchase and sale of anonymous, high-value audience data in one solution.

"Adobe is excited to collaborate with Bombora. Thanks to Bombora's ecosystem of 400+ million global users, Adobe's B2B customers will have the ability to build on the B2B profile and power cross-channel marketing in a relevant, personalized experience through Audience Manager,” said Ali Bohra, director of product marketing at Adobe, in a press release.

Bombora's data allows advertisers and publishers to combine anonymous first- and third-party data for programmatic ad targeting, analytics, site-side personalization modeling, account-based marketing, and custom segment features enhancing marketing performance. The alliance aims to help maximize marketers' analytics, personalization, attribution, audience modeling and targeting goals.

"There is a vast range of data quality on the market, and we embrace every chance to measure Bombora versus the noise,” said Bombora's VP programmatic data solutions Greg Herbst in a press release. "We have the only B2B intent data collected from online sources at scale, and our strategic alliance with Adobe will help further prove that quality third-party data works.”

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