If publishers are to compete with Google and Facebook for advertising dollars, they need to offer hyper-valuable media inventory that provides cutting-edge insights on the audiences their platforms reach.
It’s an unfair game, as Google and Facebook have marshaled their size and technological savvy to eat up as much as 90% of growth in digital advertising.
Enter secure media exchange BPA Worldwide and provider of B2B intent data Bombora, which are announcing this morning a partnership to offer publishers precisely the audience targeting tools they need to convince advertisers their inventory is worth a buck that might otherwise go to tech giants.
Through the BPA Media Exchange, publishers will now be able to harness Bombora’s insights on the needs of B2B marketers in order to match up ideal segments with marketers looking to reach those audiences.
With the security of BPA’s Exchange and the buyer targeting capabilities opened up by Bombora, publishers can pursue an account-based marketing strategy that will—should the newly minted partners’ bet pay off—make the media selling process more efficient, increase advertising revenue for publishers, and offer advertisers a faster route to reaching optimal audiences.
Joe Zappa is Street Fight’s managing editor. Follow him on Twitter @joe_zappa.