Bombora introduces AI account-based marketing to address B2B programmatic issues

Collaboration between The Trade Desk and Chalice AI allows for account-based frequency controls in programmatic advertising.

Programmatic ad buying has revolutionized the digital media landscape that makes it significantly simpler for B2B and B2C advertisers to reach their target audiences. Many B2B advertisers have not been able to effectively transfer their account-based marketing strategies to programmatic due to its unique data challenges.

The foremost provider of B2B Intent data solutions, Bombora, has launched Intelligent Account-Based Marketing (iABM), a solution that optimizes, measures, and proves the impact of programmatic B2B campaigns with transparent reporting. iABM leverages Bombora’s industry-leading B2B identity and audiences, in addition to a custom algorithm developed by the software company Chalice AI. At launch, iABM is only available through The Trade Desk.

Merkle, as a company, employs a data-driven, strategic methodology to aid brands in defining and evaluating their audiences for more effective targeting. Merkle’s Senior Director of Digital Activation, Jacob Beck, stated, “We seek actionable insights and strongly believe in programmatic transparency in order to validate and optimize our future campaign strategies.” He mentioned that iABM has allowed them to efficiently reach all of the accounts they aim for and measure delivery, resulting in increased CTRs and more accounts accessed for brand partner initiatives they are currently running. 

In an effort to maximize the benefits of programmatic advertising, B2B marketers have sought a solution to measure delivery against target accounts and assure the optimal frequency of ad exposure against target accounts.

This issue is resolved by iABM, which assists B2B advertisers in regulating delivery, gaining complete control of frequency, and delivering impressions on target. Marketers can tailor the delivery of their campaigns to meet their precise performance requirements, using transparent, unique insights to support a more effective data strategy. In early campaigns utilizing iABM, 99 percent of targeted impressions were delivered.

Ben Sylvan, general manager of Data Partnerships for The Trade Desk, stated that account-based marketing is a significant and growing category of digital ad spend. They have enabled B2B marketers to track and improve their ABM campaigns across the public internet, including CTV, by collaborating with partners such as Bombora and Chalice. This for the first time completes the cycle of effective account-based advertising, allowing advertisers to optimize their B2B budgets for advertising and sales and marketing organizations to become more closely connected. 

Bombora obtains its intent data from a proprietary and exclusive Data Cooperative, which comprises over 5,000 members of the B2B internet. This co-op model renders Bombora’s data the only available high-quality, scalable, first-party sourced and consented solution. Bombora audiences utilize this data and also offer the ability to further segment using firmographic and business demographic data, meeting the requirements of all B2B marketers.

Mark Dyson, Chief Strategy Officer at Bombora, stated that data limitations have prevented their customers from reaching all of their target accounts despite their understanding of the power of programmatic advertising. With iABM, they can not only offer frequency limiting, but also transparent reporting that displays account-level delivery information.