Bombora launches Insight Suite, giving publishers a complete picture of the website


Leading B2B Intent Data Provider Shows Deep Profile and Intent Attributes, Opening Up New Monetization Opportunities For Publishers

Most internet traffic is anonymous, making it difficult for publishers to monetize the full value of their audience. Thanks to Bombora’s new analytical suite, Company Surge® Insights for Publishers, publishers can improve their understanding of specialized business audiences and communicate granular audience performance metrics to advertisers, Bombora announced today.

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Bombora built her Surge business® data from its proprietary and confidential cooperative of thousands of commercial websites. This Data Co-op measures more than 20 billion monthly content consumption events. This data has long informed marketing and sales executives about companies looking for the products or services that they and their competitors are selling. Now Bombora applies that same Company Surge® technology (learning which of over 8,000 business topics is suddenly of interest to employees of millions of organizations) to help publishers gain a current and much deeper understanding of their audience’s buying intent.

Company Surge® Insights charts quickly show us what we need to know. We can easily identify whether or not our campaigns overindex on C suite professionals, businesses or the public sector. – Forbes SVP of Digital Ops and Strategy Alyson Williams

In this analysis suite, editors can easily see and act on data from a multitude of visualizations that don’t require specialist knowledge to understand. Publishers like Forbes are using the product to help their B2B advertising partners get the most out of their on-site audiences.

“The ability to show the business makeup of our entire audience is invaluable,” said Alyson Williams, senior vice president of digital operations and strategy at Forbes. “Company Surge graphics® Insights quickly show us what we need to know. We can easily identify whether or not our campaigns overindex on professionals in the C suite, businesses or the public sector; which categories are of particular interest to this audience; where are the intention trends, by company or industry; and more. This allows us to create thoughtful, data-driven programs for our clients and reassures them of the value of working with Forbes. “

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The news also provides thematic insights for Forbes’ B2B branded content clients: “We may share trending intent topics with our clients to inform not only their program, but their broader content marketing efforts as well,” said Claire Robinson, vice president of content partnerships at Forbes.

Company surge® Insights for Publishers includes Visitor Insights, a set of visualized reports that reveal demographic and firmographic attributes as well as topics of interest to a client’s web visitors. Market Insights reveals major trends in Internet business content around topics, industries, accounts and more. This information allows publishers to identify their unknown users; prepare complete media kits and sales materials; identify segments for media planning; and learn research interests in editorial, audience development and events.

“Publishers can now unlock previously unattainable monetization without rich audience profile buyer intent data,” said Erik Matlick, CEO of Bombora. “By demonstrating the full value of their audience beyond their own first-party data, publishers are able to connect the unique audience they’ve created to advertisers looking to engage with them specifically. “

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