Bombora's B2B Data Adds New Segments for Proximic

B2B data firm Bombora has partnered with Proximic by Comscore to add its proprietary B2B data into the latter's Predictive Audiences, providing advertisers with access to 300 new contextual audiences.

Headquartered in NYC, Bombora is a B2B intent analyst, campaign measurement provider and lead tracker, employing around 160 people and operating what it calls a 'Data Co-op' of leading publishers, brand websites and premium data providers. The firm uses AI models to create a holistic view of company behavior from this, to help clients identify, understand and reach prospects and customers.

The deal allows sophisticated contextual targeting mapped to essential B2B attributes such as industry, job function, professional group and install data. The segments can be activated through The Trade Desk's Contextual Marketplace or via portable Deal IDs through Microsoft Monetize (formerly Xandr SSP), giving access to programmatic platforms including DV360, Yahoo DSP and Adobe.

Mike Burton (pictured), co-founder and EVP of Strategic Partnerships at Bombora, states: 'Uniting our unique data assets with Proximic's predictive technology, empowers brands to reach their ideal professional audiences using a diversity of strategies, including contextual editorial placements, at scale.' Proximic's Head of Partnerships Jessica Trainor adds: 'Combining our AI-powered predictive signals with Bombora's market-leading data and robust multi-identifier infrastructure, creates highly specialized segments that help maximize addressability and drive results in a complex digital landscape.'

The firms are on the web at www.bombora.com and www.proximic.com .