Dun & Bradstreet announced the acquisition of a pair of digital B2B data companies to support its Audience Solutions. (Part I)

NetWise offers Dun & Bradstreet a B2B-to-consumer ID Graph that helps Audience Solutions compete in this broader digital context.  The Graph includes 30 million U.S. businesses, 100 million business professionals, 250 million opted-in consumer profiles, and 70 million consumer-to-business linkages.  At the audience level, NetWise supports over 500 standard B2B segments and 150 consumer segments.

NetWise extends D&B Audience Solutions’ identity graph “across every major online channel, individual device, or a marketing platform,” said Dun & Bradstreet CEO Anthony Jabbour.  “Just as our clients rely on the D-U-N-S Number for precision in their offline data, we’re looking to provide the same level of confidence and consistency online as well.”

NetWise excels at joining the offline and online worlds together to connect business personas to their online personas,” said NetWise CEO Dwight Gorall.  “We look forward to joining the Dun & Bradstreet family with Eyeota. Once together, we can work to create a complete solution for clients, enabling a full spectrum of capabilities – from audience creation to activation – at scale across many demand-side platforms, customer relationship management systems, connected T.V. or social media platforms. We are committed to helping global enterprises future proof their marketing strategies so they can thrive in a multichannel world.”

NetWise notes that it is the “original producer” of its B2B data products built from first-party data sources, including state and federal business filings, company websites, job descriptions, job postings, social websites, and business directories.  Moreover, the firm has unrestricted rights to use and sell its data.  Thus, it offers supplementary intelligence for enriching Dun & Bradstreet’s company and contact files.

According to its FAQ, “NetWise generates comprehensive and deterministic B2B segments using current job titles, company firmographics, and other self-declared business-related attributes like skills, education, certifications, etc.  This is accomplished by analyzing publicly available information and data created directly by persons in our dataset.  These data features are often multi-source validated across our compiled data.  Segments are deterministic, based on foundational information and never modeled unless explicitly indicated.”

NetWise is fully compliant with CCPA.  In addition, its Data Protection Officer is a California-licensed attorney.

Outside of the US, NetWise maintains 100 million global profiles that can be folded into WorldBase and 300 million non-EU global profiles.  NetWise does not build profiles on GDPR (EU) subjects.

Dun & Bradstreet is acquiring 100% of the outstanding ownership interest in NetWise Data for an estimated purchase price of $69 million upon closing, subject to net working capital adjustment.  The deal is expected to close during the fourth quarter.

NetWise is based in Boca Raton, Florida and has 47 headcount (as per LinkedIn).

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Continue to Part III which covers Eyeota.