Bombora Partners with Proximic By Comscore to Create New B2B Predictive Audiences

Why It Matters

The integration dramatically expands addressable B2B inventory, allowing marketers to improve relevance and ROI in programmatic buying.

Key Takeaways

• 300 new B2B contextual audiences launched
• Combines Bombora data with Proximic AI predictive signals
• Targets industry, job function, professional groups, install data
• Activatable via Trade Desk, Microsoft Monetize, DV360, Yahoo, Adobe
• Enhances reach and relevance for B2B decision‑maker campaigns

Pulse Analysis

The B2B advertising landscape has long grappled with limited granularity in audience targeting, often relying on coarse firmographic lists that miss the nuanced intent signals of decision‑makers. Bombora, a pioneer in intent‑based data, addresses this gap by continuously monitoring content consumption across the web to infer purchase intent. By pairing its data with Proximic’s predictive AI, the new audience suite translates raw intent into actionable, context‑aware segments that align with specific industry verticals, job roles, and even software install patterns, delivering a richer portrait of the target professional.

Proximic’s AI engine enriches Bombora’s signals with real‑time contextual analysis, creating predictive audiences that anticipate where B2B buyers will engage next. This hybrid model is instantly deployable across major programmatic ecosystems—The Trade Desk’s Contextual Marketplace, Microsoft Monetize, Google DV360, Yahoo DSP, and Adobe Advertising Cloud—via portable Deal IDs. Marketers can therefore layer these audiences onto existing media plans, ensuring that brand messages appear alongside editorial content that resonates with the professional’s current research focus, rather than generic placements.

For advertisers, the partnership translates into higher addressability, lower waste, and stronger campaign performance metrics. Precise contextual targeting reduces reliance on third‑party cookies while preserving scale, a critical advantage as privacy regulations tighten. As B2B marketers shift toward intent‑first strategies, the Bombora‑Proximic offering sets a new benchmark for data‑driven, AI‑enhanced audience creation, positioning early adopters to capture market share and drive measurable ROI.