This is Bombora week in my blog. Yesterday I covered their Bombora for Growth offering and today I’m discussing their August LiveRamp partnership. It is one of many partnerships they’ve formed over the past few years
Bombora’s latest partnership is with LiveRamp, an identity resolution firm that also supports data onboarding. Bombora identifies audiences based on intent data to develop in-market audiences for both large and small companies. Large company attribution is fairly straightforward as IP addresses can be employed. For smaller companies, attribution is performed behaviorally based on thirty attributes with an 86% confidence level.
Bombora then layers in their topical surge data to determine which companies are showing high levels of intent by topic.
“What typically we’d receive from Bombora is a list of IP addresses which map a specific business profile,” said LiveRamp B2B COO Pieter De Temmerman. “For example, we might be asked, ‘Can you find small businesses that are currently in-market to buy a CRM system, or accounting software, or you name it’.”
“What Bombora has done, and patented, is we’ve looked at IP addresses from a behavioral perspective, and because we see 30 to 40 billion business transactions a month, we’re looking at them through the lens of the behavioral attributes of a business (versus a home, Starbucks, or hotel) IP address.”Bombora CSO Mark Dye
“What we realized is that a lot of these B2B marketers are wanting to target large companies, which are easy to identify, but are also wanting to have a conversation with the longer tail of customers,” said de Temmerman. “When you’re dealing with these smaller companies, you might be dealing with a large number of prospects, but you don’t necessarily know who they are,”
The combined offering pulls together a set of third-party cookies and associated devices for anonymous users, expanding the universe of targetable in-market SMBs. According to Bombora, “This solution, being the first of its kind in the B2B market, produces a high likelihood of the SMB audience to be susceptible to the ads they are seeing. Thus, producing a higher return on ad spend and a lower customer acquisition cost.”
Bombora targets 7.5 million global SMBs with up to 100 employees based on IP addresses. Bombora audience targeting is initially available for North America and the UK with plans to expand to additional markets “in the coming months.”
LiveRamp charges $2 per CPM for SMB targeting and $4 per CPM for Bombora surge-based SMB targeting.
Other articles on Bombora Partnerships: