"B2B always kind of follows B2C, whether it's the use of video, social media or commerce," Dun & Bradstreet CEO Bob Carrigan says in the latest episode of AdExchanger Talks. "And programmatic is moving aggressively now into the B2B space."
The problem: It's hard for B2B marketers to do programmatic at scale, owing to the more granular data sets involved.
Dun & Bradstreet is helping easing that pain by making its enormous business dataset available across ad buying platforms and data marketplaces. Looking for a mid-sized department store in-market for an inventory management system? D&B has you covered.
Traditionally a source of credit ratings information, D&B has pushed aggressively into sales & marketing use cases. Sales & marketing now accounts for 40% of revenue, with programmatic an undisclosed portion of that sum.
The company's secret sauce in the ad tech arena is its D-U-N-S number – a proprietary cataloging system for business locations known to every B2B marketer. The number is used for everything from supplier management to prospecting and is well suited as an identifier for digital audiences.
"If you have an enterprise data strategy, why not tie your outbound programmatic ad efforts to that?" Carrigan says.