B2B Data Cooperative

In the News


February 22

A crowded media landscape has forced marketers and publishers to be resourceful when it comes to identifying, selling and reaching audiences through advertising. This is incredibly important in the B2B space, with smaller pools of qualified prospects and limited budgets.

That’s why Bombora, the leading provider of B2B intent data, founded its B2B data cooperative, the largest of its kind. Today, founding members Quinstreet, Purch, 1105 Media, Business Insider and SourceMedia are realizing the benefits of that co-op, leveraging highly scalable data resources and developing their own products to better monetize and engage their audience on behalf of B2B marketers.

“Being part of the Bombora data collective gives us access to a large and relevant data set that can be used to add further scale to our market insights and targeting initiatives,” said Matthew Yorke, CMO of SourceMedia. “By working together as an industry, sharing our valuable data with each other, we can effectively make marketing across the B2B industry much more effective and drive better business outcomes.”

Publishers, marketers, agencies, technology providers, research firms and events firms that join Bombora’s co-op receive direct access to a massive pooled data set that details business firmographic and buyer intent across the B2B web at massive scale. In return, they contribute visitor consumption data that is both privacy complaint and brand anonymous. The co-op monitors the consumption habits of 2.8 million companies, with data pooled from almost 4,000 websites and 32 billion monthly content consumption events.

“At Purch, we believe a key component to maximizing yield and driving performance for our marketing partners is leveraging data effectively – this begins with access to quality sources,” said Michael Hannon, VP, Revenue Operations & Yield Management, for Purch. “From audience measurement to personalization, the Bombora co-op is one of the most cost-effective ways for publishers to leverage behavioral data at scale.”

“Part of the data strategy at Business Insider is the expert use of second-party data to enhance the unique value we can offer advertisers,” said Jana Meron, VP of Programmatic and Data Strategy for Business Insider. “Bombora allow us access to standardized B2B behavioral and demographic data at scale that complements our existing capabilities.”

“In the face of the Google and Facebook duopoly, it’s more important than ever for media properties to embrace collective data strategies,” said Steve Lilly, Co-Founder & SVP Global Data Partnerships for Bombora. “By serving as an impartial aggregator, we empower everyone who participates in the co-op to use the data to their advantage. The innovative new products that have entered the market as a direct result of participation within the co-op are truly inspiring, and proof that media companies of all sizes can still succeed in today’s economy.”

To view the original article, please visit Bombora.

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