Bombora and Proximic by Comscore Team Up to Create New B2B Predictive Audiences

Bombora, a longtime pioneer in business-to-business data and intent signals, has entered a strategic collaboration with Proximic by Comscore to deliver a set of 300 new B2B predictive audience segments powered by combined AI, contextual targeting technology, and proprietary B2B data. The expansion is designed to give advertisers and brands sophisticated audience definitions anchored in professional attributes such as industry, job function, professional groups, and installed technology data.

The product includes a set of brand-new audience segments that are part of the Predictive Audiences solution by Proximic by Comscore in partnership with Bombora’s B2B expertise and Comscore’s own data engineering expertise that is also privacy-friendly while providing its own experience in prediction modeling. They are accessible through a variety of top programmatic opportunities such as the Contextual Marketplace by The Trade Desk, Microsoft Monetize (Xandr SSP), DV360 by Google, Yahoo DSP, and Adobe.

According to Mike Burton, the Co-Founder and EVP of Strategic Partnerships for Bombora, “the partnership reinforces our dedication to helping unlock the value of data within the B2B space for advertisers to be able to reach their ‘ideal professional audiences’ through multiple strategies such as editorial contextual placements based on the interest of decision makers.”

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What Are Predictive Audiences and Why They’re Important

The solution, Proximic, developed by Comscore through their Predictive Audiences solution, is designed for a world where there is a need for cookie-free advertising. This arises from the third-party cookie restrictions, which require a more contextual and predictive approach as opposed to the traditional audiences. This is done through a predictive solution using artificial intelligence models, which relate the environment as well as the behavior of the user with the possible affiliations they might have, going by their interests as well as their professional lives.

For Bombora, the integration of its extensive B2B data, which includes intent data, firmographic data, and behavioral data from its partners across the ranks of publishers, brands, and data providers, essentially adds a dimension of business that is likely to make its powerful predictive audience even more accessible to B2B marketers targeting professionals.

How This Impacts the B2B Marketing and Advertising Industry

The joint venture between Bombora and Proximic occurs at a very crucial period for B2B marketing practices. For advertisers and marketing agencies, B2B targeting is an ever-evolving and more complicated process. It is also a period when marketing is required to become more personalized and focused. The conjuncture between these processes results in several major marketing and business benefits for partners:

Precision Targeting at Scale

Traditionally speaking, B2B marketers have always found it quite challenging to identify their decision-making audiences as deeply as their B2C counterparts. Bombora’s data signals such as firmographics and buyer intent provide marketers with the opportunity to tailor their audiences based on the behavior of businesses that actually conduct research. This will then enable them to get their messages in front of content that their professional audience is actually seeing with the help of Proximic’s contextual AI audiences.

For example, whereas previously the campaign may have sought to target all IT executives as a generic group of consumers of IT solutions, the campaign can now be targeted at IT individuals actively looking to learn about the security of the cloud computing environment.

Privacy-Compliant Audience Targeting

As a result, owing to increased regulations, a loss of identifiers, brands are looking to a solution that does not hurt user privacy. The only solution that looks like it is going to work is a predictive audience, built on contextual signals, that can deliver high-performance results to marketers without tracking any individual user. This, as can be imagined, is going to be especially useful to B2B marketers in regions where data regulations are very high.

Better Alignment Between Marketing and Sales Goals

One of the long-standing challenges of B2B marketing has been how to align top-of-funnel engagement with bottom-of-funnel revenue impact. Predictive audiences offer a bridge between the two by surfacing accounts with relevant research behaviors, thus allowing the marketing organization to push higher-quality leads into sales pipelines. In turn, that’s likely to improve lead scoring models, reduce ad spend wastage, and shorten sales cycles especially for complex buying processes.

Broader Effects on B2B Business Operations

Though focused on marketing activation and ad targeting, the partnership between Bombora and Proximic also brings about larger business benefits:

Operational Efficiency and Spend Optimization

By giving them the power to target audiences with greater accuracy, businesses can continue reducing the effect of the scatter-gun approach to media spend by focusing resources on the segments that are most likely to convert. This leads to better use of advertising budgets, coupled with higher conversion rates-a major factor for enterprises operating under tight fiscal pressures.

Strategic Insights and Audience Intelligence

Predictive audiences, powered by data from Bombora, offer rich insights into what business professionals are researching, consuming, and prioritizing. Those might help drive product strategy, competitive analysis, and content development-not just advertising.

New Frontiers of Programmatic Innovation

With such sophistication in advanced segments available today within major DSPs and programmatic platforms alike, advertisers are able to embed B2B predictive audiences directly into ABM, cross-platform campaigns, including CTV, and multi-touch attribution strategy development-actions that open the door for more strategic and holistic media plans.

Conclusion: A Strategic Step Forward for B2B Marketing

The Bombora and Proximic by Comscore alliance is more than just the emergence of new audience segments; rather, this partnership is symbolic of the shift in the pattern of B2B marketing as a whole. With the combination of predictive AI, contextual targeting, and robust B2B data, the audience can be reached in the right context of the right piece of content while the traditional tracking methods.

For businesses that are highly focused on achieving an intelligent growth strategy, precision-driven audience building and activation would be a principal differentiator starting in 2026 and going forward.