Bombora Unveils B2beacon™ for Enhanced B2B Campaign Measurement Accuracy

In a strategic advancement for B2B advertising, Bombora, a recognized leader in B2B data solutions, has announced the expansion of its digital campaign measurement tool, B2beacon™. This solution is crafted to address significant challenges within the B2B marketing landscape, particularly the complexities surrounding programmatic media performance monitoring at account and buying group levels, where critical purchasing decisions are made.

Addressing B2B Advertising Challenges

As businesses brace for a projected 25% increase in B2B programmatic spending over the next two years, the demand for reliable measurement tools has never been more critical. Launching initially in Q4 of 2025 on The Trade Desk, B2beacon™ is designed to enhance the reliability of advertising metrics, allowing marketers to better understand campaign reach, engagement levels, and overall impact across various B2B campaigns.

The integration with OpenX marks a pivotal expansion, making B2beacon™ accessible across numerous prominent Demand-Side Platforms (DSPs) such as DV360, Amazon DSP, Yahoo DSP, Viant, Basis, and Simpli.fi. This extension enables Bombora to provide specialized B2B measurement capabilities across platforms that collectively account for over 75% of B2B programmatic ad expenditure.

A New Era in B2B Measurement Capabilities

Mark Connon, the CEO of Bombora, articulated the necessity for advanced measurement approaches tailored to the intricate nature of B2B marketing efforts, which often involve multifaceted buying groups and extended sales cycles. B2beacon™ seeks to realign measurement frameworks with the realities faced by modern B2B marketers.

The complexity of B2B measurement has long been a hurdle, characterized by fragmentation and reliance on outdated methodologies. Michael Guzewicz from OpenX highlighted that B2beacon™ aims to provide more consistent and transparent measurement across B2B campaigns, facilitating smoother activation through OpenXBuild and leveraging an advanced identity graph for better addressability across channels.

Leveraging Cutting-Edge Technology

At the core of B2beacon™ is Bombora's extensive B2B identity graph, which links over 3 billion digital identifiers with corresponding business attributes. This powerful data interface enables Bombora to connect log-level data of impressions and engagements directly to the specific accounts and buying groups, thus eliminating previously pervasive blind spots in tag-based measurement practices.

The resultant clarity offers businesses a comprehensive, end-to-end view of their campaign performance, allowing for more informed decision-making. For instance, clients like AppFolio have reported enhanced visibility and performance control through Bombora's solutions, ultimately boosting their account-based marketing strategies.

Moreover, the ease of use of B2beacon™ ensures that businesses can quickly gain account and buying group insights without the need for lengthy subscriptions or intricate onboarding processes. This user-friendly aspect allows for swift evaluation of campaign success, bypassing the hurdles associated with isolated reporting and cumbersome tag placements.

Kristy Derba-Strauss from Just Global pointed out that B2beacon™ stands out as one of the few tools capable of facilitating an approach that prioritizes the complete total addressable market rather than just the major accounts that typically dominate advertising budgets. This capability empowers marketing teams to invest strategically in high-demand market segments and quantify the effectiveness of those investments.

Getting Involved with B2beacon™

Interested parties can explore the capabilities of B2beacon™ further or connect with Bombora by visiting their official site at bombora.com/campaign-measurement/. This platform marks a significant leap forward for B2B advertising measurement, driving enhanced visibility and actionable insights for digital campaigns across the industry.

About Bombora

Recognized as a true innovator in B2B data solutions, Bombora operates a unique Data Co-op that includes a vast array of leading publishers, brand websites, and high-quality data providers. By utilizing advanced AI models, Bombora crafts a comprehensive perspective of company research behavior, which empowers brands, agencies, and publishers to effectively identify and engage their target audiences. The rich suite of offerings encapsulates Intent, Identity, B2B Audiences, and Campaign Measurement solutions, accessible within a wide range of B2B RevTech, SalesTech, AdTech, and MarTech ecosystems.