Bombora Expands B2beacon™ to Elevate Account-Level B2B Campaign Measurement

Bombora, a pioneer in B2B intent and audience intelligence, has announced an expansion of its B2beacon™ digital campaign measurement solution, setting a new benchmark for how B2B advertisers evaluate programmatic media performance. Built to address a long-standing industry gap, B2beacon™ focuses on measuring impact at the account and buying group level-where real B2B purchasing decisions take place. As B2B programmatic ad spend is expected to grow by 25% over the next two years, the need for consistent, high-quality measurement has never been greater, and B2beacon™ is designed to meet that demand.

Originally introduced in Q4 2025 through The Trade Desk, B2beacon™ delivers account- and buying group–level insights with flexible activation, no subscription requirement, and industry-leading match rates exceeding 90%. With its latest expansion via a new integration with OpenX, B2beacon™ measurement is now accessible across a broad range of major demand-side platforms, including DV360, Amazon DSP, Yahoo DSP, Viant, Basis, and Simpli.fi. This broader availability extends Bombora’s specialized B2B measurement capabilities to platforms representing more than 75% of total B2B programmatic advertising spend.

“B2B advertising has outgrown measurement approaches that weren’t designed for complex buying groups, long sales cycles and multi-platform execution,” said Mark Connon, Chief Executive Officer of Bombora. “B2beacon™ represents a step forward in aligning measurement with the realities of sophisticated B2B marketing.”

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“B2B measurement has long been complex and fragmented,” said Michael Guzewicz, Vice President of Strategic Partnerships at OpenX. “B2beacon™ brings greater consistency and clarity to B2B measurement, unlocking seamless access to Bombora measurement through OpenXBuild. Combined with OpenX’s identity graph, the result is simplified cross-channel activation, expanded addressability, and a more direct, reliable view of performance for buyers.”

Raising the Bar for B2B Measurement Accuracy

At the core of B2beacon™ is Bombora’s B2B identity graph, which maps more than three billion digital identifiers to verified business attributes. This foundation allows advertisers to connect log-level impression and engagement data directly to the accounts and buying groups behind them, providing a far more precise view of campaign reach and effectiveness.

By relying on platform-direct, log-level data, B2beacon™ removes the blind spots often associated with tag-based measurement approaches. The result is more comprehensive impression capture and a true end-to-end view of campaign performance across channels.

“Bombora has helped AppFolio drive stronger account based marketing performance by increasing our ability to reach and engage our priority accounts,” said Matt Earls, Senior Marketing Director at Appfolio. “Our team now has greater visibility and control over our campaigns.”

Designed to work seamlessly with Bombora audiences, B2beacon™ delivers immediate account and buying group visibility without requiring additional subscriptions, new platforms, or complex onboarding processes. Marketing teams can quickly assess campaign effectiveness, validate performance, and move forward with confidence—without the limitations of fragmented reporting or the operational burden of tag deployments.

“B2beacon™ is one of the only tools that enables us to prioritize the full total addressable list, not just the biggest accounts that typically consume most of the budget,” said Kristy Derba- Strauss, Vice President, Omnichannel at Just Global. “It helps our teams focus investment where in-market demand actually exists and measure the results of that investment.”

With this expansion, Bombora continues to redefine B2B programmatic measurement, giving advertisers clearer visibility, stronger accountability, and a more accurate understanding of how their media investments perform where it matters most.