Quora is enhancing its B2B advertising capabilities through a strategic partnership with B2B data platform Bombora. B2B targeting parameters (e.g. industry or company size) plus ABM targeting will help sellers reach buyers in the context of Quora’s question-and-answer content. The integration is already live for Quora advertisers.
ABM platform Demandbase highlights the increasing importance of B2B influencers (experts rather than celebrities) in reaching B2B buyers. It also says the days of manual ads are over with programmatic increasingly capable of reaching target accounts and audiences. Cross-channel campaigns are seen as critical, especially those leveraging LinkedIn and CTV.
Humans are good at creating low-quality websites but genAI leaves them in the dust. Advertisers hoping to avoid junk websites can now turn to DoubleVerify, which has launched a GenAI Website Avoidance & Detection solution. Currently it can only monitor English-language content but there are plans to expand.
Changes in marketing channels and data access have made advertising measurement more important, and challenging, than ever. Taking advantage of growing interest in the topic, Bain Capital is selling Kantar Group’s audience measurement division, Kantar Media, to global investment firm H.I.G. Capital for “approximately $1 billion”. Kantar Media accounts for 4,500 of Kantar Group’s 25,000 employees.