LinkedIn’s discontinuation of Bizo’s business data service is an opportunity for data-management platform (DMP) and data services company eXelate. The company revealed plans Thursday for B2BX, a data-as-a-service offering for B2B advertisers.
The company appointed Frannie Danzinger, Bizo’s former director of marketplace development, to spearhead the new development as VP of strategic solutions and plans to hire more employees for the division, said company CEO Mark Zagorski.
“DSPs (demand-side platforms) have always been great partners of ours, so we wanted to make sure they had a continuous stream of B2B data flowing to them, considering LinkedIn made the announcement they’ll pull out of the data business shortly,” he explained.
When Linkedin revealed plans to shut down Bizo’s data business, Erik Matlick, CEO of behavioral marketing database and lead-gen company Madison Logic, said DSPs, SSPs and agencies could get the short end of the stick in scaling their business audience reach.
Although LinkedIn could presumably roll Bizo’s data insights into its broader but burgeoning media offering, it could hinder B2B marketers who wanted the flexibility to apply that audience data on external platforms. This factor seemingly inspired eXelate’s move into the space.