PALM SPRINGS, Calif — In an online advertising world increasingly excited about the application of customer data sets and segments, the conversation usually is confined to\u00a0consumer<\/em> data.<\/p>\n

But what if you are a marketer that sells not to consumers but to businesses? Anudit Vikram has got you covered.<\/p>\n

He is SVP at Dun & Bradstreet<\/a>, the 176-year-old\u00a0business data provider that has collected information on 290 million businesses around the world. And he wants to make it available in the advertising ecosystem.<\/p>\n

“We have … identified and translated … the offline business records that we have into online identifiers,” he tells Beet.TV. “Whether it is a cookie, or device ID, or an IP address, and then figure out ways in which we could put that online data set to use for digital advertising use cases.<\/p>\n

“If you are a B2B marketer, let’s say a company in the high tech space, and you’re selling servers, and you want to be able to reach all companies that have more than 5,000 employees, and have over $10 billion in revenue, you can come to us, and you can use the segments that we have created”<\/p>\n

Vikram says there is $2.8bn worth of B2B data being bought and sold in the $10bn programmatic media environment.<\/p>\n

His company’s\u00a0Visitor Intelligence product lets companies customise web messages to visitors by analysing the company they are coming from as well as the user’s persona.<\/p>\n

“Today, we can reach about two-thirds for all U.S. businesses, about 16 million or so of them,” he adds. “And about three-quarters of all U.S. professionals in the online space. You have a pre-defined set of segments that you can make available in the marketplace so for people to be able to buy.”<\/p>\n

This video is part of a series covering the IAB Annual Meeting. The series is sponsored by AppNexus. Please visit this page<\/a> for more coverage.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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