{"id":51670,"date":"2026-02-09T15:00:54","date_gmt":"2026-02-09T20:00:54","guid":{"rendered":"https:\/\/www.demandgenreport.com\/?p=51670"},"modified":"2026-02-05T08:20:23","modified_gmt":"2026-02-05T13:20:23","slug":"bombora-expands-b2beacon-for-b2b-campaign-measurement","status":"publish","type":"post","link":"https:\/\/www.demandgenreport.com\/industry-news\/news-brief\/bombora-expands-b2beacon-for-b2b-campaign-measurement\/51670\/","title":{"rendered":"Bombora Expands B2beacon for B2B Campaign Measurement"},"content":{"rendered":"

Bombora<\/a> is expanding its B2beacon, a digital campaign measurement solution designed to address one of the sector’s biggest challenges: understanding programmatic media performance at the account and buying group level.<\/p>\n

With B2B programmatic spend projected to increase by\u00a025% over the next two years<\/a>, company officials said B2beacon delivers consistent, high-quality measurement that enables advertisers to confidently evaluate reach, engagement, and impact across B2B campaigns.<\/p>\n

Initially launched in Q4 of 2025 on The Trade Desk, B2beacon delivers precise account- and buying group\u2013level measurement, flexible activation without a subscription, and industry-leading match rates of 90%, said Mark Connon, Chief Executive Officer of Bombora.<\/p>\n

Expansion with OpenX<\/strong><\/h3>\n

Through a new integration with OpenX, Bombora\u2019s measurement solution is available across major DSPs including DV360, Amazon DSP, Yahoo DSP, Viant, Basis and\u00a0Simpli.fi. By expanding across these partners, Bombora now offers specialized B2B campaign measurement to the platforms that represent an estimated\u00a075%+ of B2B programmatic ad spend<\/a>.<\/p>\n

\u201cB2B measurement has long been complex and fragmented,\u201d said Michael Guzewicz, Vice President of Strategic Partnerships at OpenX, in a statement. \u201cB2beacon\u2122 brings greater consistency and clarity to B2B measurement, unlocking seamless access to Bombora measurement through OpenXBuild. Combined with OpenX\u2019s identity graph, the result is simplified cross-channel activation, expanded addressability, and a more direct, reliable view of performance for buyers.\u201d<\/p>\n

New B2B Measurement Standard<\/strong><\/h3>\n

Powered by Bombora\u2019s industry-leading B2B identity graph\u2014 which maps more than 3 billion digital identifiers to business attributes\u2014 B2beacon connects log-level impression and engagement data to the specific accounts and buying groups they represent. By leveraging platform-direct, log-level data, this B2B solution eliminates the blind spots common in tag-based measurement, capturing more impressions and delivering a true, end-to-end view of campaign performance.<\/p>\n

Designed to work seamlessly with Bombora audiences, B2beacon delivers immediate account and buying group visibility without requiring new subscriptions, additional platforms, or complex onboarding. Teams can quickly evaluate campaign effectiveness and validate performance without the limitations of siloed reporting and the hassle of tag placements.<\/p>\n

\u201cB2B advertising has outgrown measurement approaches that weren\u2019t designed for complex buying groups, long sales cycles and multi-platform execution,\u201d said Connon. \u201cB2beacon represents a step forward in aligning measurement with the realities of sophisticated B2B marketing.\u201d<\/p>\n

Partnership with Proximic By Comscore <\/strong><\/h3>\n

Additionally, Bombora<\/a> announced that Proximic by Comscore\u2019s Predictive Audiences now includes 300 new contextual audiences built based on Bombora\u2019s proprietary B2B data.<\/p>\n

Advertisers now have access to 300 new Proximic by Comscore Predictive Audiences, providing B2B contextual segments powered by the integration of Bombora\u2019s proprietary B2B data and Proximic by Comscore\u2019s predictive AI technology. This partnership enables sophisticated contextual targeting mapped to essential B2B attributes, such as industry, job function, professional group, and install data.<\/p>\n

By leveraging these segments, brands can strategically place messaging in media environments tailored to the editorial interests of B2B decision-makers\u2014 extending reach, driving relevance, and elevating campaign performance.<\/p>\n

\u201cOur partnership with Proximic by Comscore is another demonstration of our commitment to giving advertisers seamless access to Bombora\u2019s proprietary B2B data to enable sophisticated advertising strategies,\u201d said Mike Burton, Co-Founder and EVP of Strategic Partnerships at Bombora. \u201cUniting our unique data assets with Proximic\u2019s predictive technology, empowers brands to reach their ideal professional audiences using a diversity of strategies, including contextual editorial placements, at scale.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Bombora is expanding its B2beacon, a digital campaign measurement solution designed to address one of the sector’s biggest challenges: understanding programmatic media performance at the account and buying group level. With B2B programmatic spend projected to increase by\u00a025% over the next two years, company officials said B2beacon delivers consistent, high-quality measurement that enables advertisers to […]<\/p>\n","protected":false},"author":90,"featured_media":51692,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[19360],"tags":[20349,14123,20350,20351,20348],"topic":[19126,19139,19143],"class_list":["post-51670","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-brief","tag-b2beacon","tag-bombora","tag-openx","tag-programmatic-media-performance","tag-proximic-by-comscore","topic-b2b-advertising","topic-marketing-operations","topic-sales-enablement-acceleration"],"acf":[],"yoast_head":"\nBombora Expands B2beacon for B2B Campaign Measurement - Demand Gen 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