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»demandbase

Reconciling Reach And Brand Safety In B2B Advertising

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.  Today's column is written by Phil Hollrah, vice president, product marketing and analyst relations, at Demandbase. One contingent must be particularly attuned to brand safety risks: B2B advertisers. Though some typically think of B2B buyers... Continue reading »
by AdExchanger // October 24th, 2019 //
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Demandbase’s New Chief Privacy Officer Weighs GDPR's Impact On Ad And Mar Tech

Call it a sign of the times. Demandbase has hired a chief privacy officer – the first in the company’s history. Fatima Khan, who joins the B2B ad tech platform from a prior position as VP of legal at mobile ad network AirPush, will be responsible for ensuring Demandbase’s global privacy policies are up to... Continue reading »
by Kelly Liyakasa // February 6th, 2018 //
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Integrate Raises $8M To Bring Upper-Funnel Intel To B2B Marketers

Seven-year-old mar tech startup Integrate has raised $8 million in a Series D growth round, bringing its total financing to $35 million. New investor Iron Gate Capital led the equity round with participation from existing investors Foundry Group and Forte Ventures. Other investors include mar tech luminaries like Scott Dorsey, founder and CEO of ExactTarget... Continue reading »
by Kelly Liyakasa // July 19th, 2017 //
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Demandbase Gets $65 Million In Series H Funding To Double Down On AI

Businesses spend around $40 billion a year on digital content marketing, and Demandbase, which announced a $65 million financing round on Thursday, is looking to cut itself a slice of the pie. Led by existing investor Sageview Capital with participation by a smorgasbord of others, including Adobe Systems, Altos Ventures and Sigma Partners, the financing... Continue reading »
by Allison Schiff // May 25th, 2017 //
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How GE-Owned ServiceMax Added AI And Tripled Leads

All marketers want to personalize their messaging, but not every marketer can do it, especially without the resources to dictate who gets what message and when. That was one of the issues faced by GE-owned ServiceMax before it beta tested Demandbase’s Site Optimization tool. ServiceMax develops field service software for clients as diverse as Siemens,... Continue reading »
by Alison Weissbrot // May 4th, 2017 //
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Custom Bidders And The Future ‘Ad-Tech Grid’

“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Louis Moynihan, vice president of product innovation at Demandbase. Most ad tech participants don’t ever need to deal with choosing between custom and generic bidders. A bidder is the piece... Continue reading »
by AdExchanger // August 22nd, 2016 //
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Marketing Clouds And Ad Tech Financial Forces Poised To Collide

“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Louis Moynihan, vice president of product innovation at Demandbase. Data management platforms (DMPs) are outgrowing the siloed advertising channel and evolving into multichannel management within the larger marketing clouds. This... Continue reading »
by AdExchanger // May 18th, 2016 //
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Demandbase Hopes To Make Company Targeting More Precise

Account-based marketing, or the ability for a B2B marketer to target a cross-section of companies, has been around for a while, but the techniques are becoming increasingly sophisticated. LinkedIn recently launched company targeting on its platform, and Demandbase, which has had an account-based marketing solution in-market for several years, extended the tool to the Oracle Marketing... Continue reading »
by Kelly Liyakasa // April 20th, 2016 //
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B2B Advertisers Seek To Bridge The Divide Between Demand Gen And Brand Engagement

To borrow a phrase from baseball, B2B programmatic advertising is still in the early innings. A couple of factors have kept B2B marketers from fully adopting the media strategy as rapidly as their B2C brethren. “The biggest difference in B2B and B2C programmatic is the value of the inventory,” said Tony Uphoff, CEO of Business.com.... Continue reading »
by Kelly Liyakasa // October 13th, 2015 //
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Demandbase Snaps Up B2B Marketing Data Platform WhoToo

Demandbase has acquired Seattle-based WhoToo, a behavioral data platform focused on B2B marketing, for an unidentified sum, the company disclosed Thursday. Underscoring the deal was Demandbase’s desire to beef up its behavioral marketing data set and hook into clients’ existing data-management platforms. “This isn’t just data for data’s sake,” noted Chris Golec, CEO of Demandbase:... Continue reading »
by Kelly Liyakasa // September 10th, 2015 //
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