Madison Logic Extends B2B Targeting with BBN Buy

New York-based B2B purchase intent data provider Madison Logic has acquired ad platform BBN Solutions for an undisclosed sum, and says it will combine BBN's display reach with its own data-driven targeting services.

Madison Logic claims to own and provide access to the 'world's largest set of demographic and behavioral intent data' based on more than a billion interactions per month from 125 million decision makers. It recently launched a new company called Madison Logic Data, which focuses on analyzing, organizing and activating data acquired through its existing proprietary assets.

The BBN buy will allow Madison to provide solutions for targeting, content syndication, e-mail marketing, retargeting and sequential targeting. CEO Tom O'Regan comments: 'By bringing the two companies together, we can more fully meet the needs of B2B marketers and publishers and help them optimize and manage their sales funnels, utilizing the leading edge formats including video, native and high impact branding solutions.'

Web sites: www.madisonlogic.com and www.bbnnetworks.com .