Acquisitions will bolster the power of Dun & Bradstreet programmes to make it easier for marketers to combine offline and online data to enable personalized B2B marketing and activation around the world.
Dun & Bradstreet
, a global provider of business decisioning data and analytics, has announced that it has entered into definitive agreements to acquire
. These acquisitions will extend the company’s position in the B2B online marketing value chain and will build upon its rapidly growing audience solutions business by adding global scale and the online data to power omni-channel marketing around the world.
While the expansive digital world possesses a lot of opportunity for marketers, doubts remain over whether their advertising efforts and media dollars are connecting to the right target audiences online. Knowing the modern marketer needs to create a robust strategy to influence their desired customers across multiple digital touchpoints, this quisition aims to provide data and technology that empowers businesses to confidently identify, reach and engage high propensity B2B audiences for multi-channel marketing campaigns.
“This is a fast-paced, growing market and we are seizing the opportunity to expand our role as the global provider of trusted data that fuels a more expansive set of B2B marketing and sales solutions,” said Anthony Jabbour, Dun & Bradstreet CEO. “With the addition of these two complementary companies, we will be doubling down on our audience solutions business which has grown over 40% year-to-date.”
“NetWise excels at joining the offline and online worlds together to connect business personas to their online personas,” said Dwight Gorall, NetWise CEO. “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 TV or social media platforms. We are committed to helping global enterprises future proof their marketing strategies so they can thrive in a multi-channel world.”
“Eyeota’s expansive global data onboarding and activation capabilities are underpinned by our commitment to delivering audience solutions at scale, and we are proud of the work we have accomplished to develop one of the most powerful, agile and interoperable frameworks for delivering addressable data in a privacy-conscious era,” said Kristina Prokop, Eyeota CEO. “By combining forces with Dun & Bradstreet and NetWise, we will be able to offer a more holistic B2B audience platform to our clients, leveraging a powerful combination of data, technology and insights that help clients better target and engage audiences across global markets and digital channels.”
Once the acquisitions are completed, Dun & Bradstreet will offer clients the ability to link professional contact data to consumer data for higher digital match rates, and an international ecosystem of digital activation platforms and global data. This will enable clients to build on the investments they have made into Data Management mastered on the
, and more readily activate that data in social, search and display advertising campaigns.
“Dun & Bradstreet’s acquisitions of Eyeota and NetWise will cap-off several years of investment in the sales and marketing space, including the acquisition of our customer data platform, lattice engines, which is at the core of our
D&B Rev.Up platform
, and the acquisition of Orb Intelligence to link digital and physical businesses in our Data Cloud,” said Stacy Greiner, GM of the sales and marketing business for Dun & Bradstreet. “We are executing on our vision to help revenue-generating teams get out of the business of wrangling data and technology, and back to engaging with their customers and prospects to drive growth for their companies.”
The Eyeota transaction is in the process of closing, and the NetWise transaction is expected to close in the next month, subject to customary closing conditions. Financial details of the transactions will be disclosed subsequently.
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