Oracle launches B2B audience data marketplace

Oracle Data Cloud has unveiled what it is claiming is the largest B2B audience data marketplace aimed at programmatic marketers.

The new solution provides access to more than 400 million business profiles through thousands of B2B audience segments, making it possible to create scalable and customizable targeting. To boost account-based marketing capabilities, the marketplace also provides more than 1 million addressable U.S. companies.

"Our B2B audience solution is designed to provide the digital targeting flexibility and scale that B2B marketers need," said Rob Holland, group VP of the Oracle Data Cloud, in a statement. "Our account-based marketing backbone recognizes that effective digital B2B marketing should support a company's sales goals by focusing on the accounts it is trying to reach."

The offering integrates proprietary insights from Oracle BlueKai, Datalogix and AddThis, as well as data via Oracle’s strategic partners Bombora, Dun & Bradstreet, FullContact, Gravy Analytics, HG Data, Infogroup, PlaceIQ and TransUnion, in addition to predictive analytics from Leadspace. This means B2B marketers will be able to tap 700 enhanced Oracle B2B audience segments, as well as a robust B2B audience marketplace with more 4,000 pre-built audiences from partners.

"Through our data cooperative of premium media companies, Bombora's data helps B2B marketers reach influencers and decision makers at companies that are in-market for their products and services," said Greg Herbst, VP of programmatic data at Bombora, in a statement. "We are delighted to deepen our partnership with Oracle Data Cloud to include our account-based data points and to help fuel a powerful new industry solution."