Simpli.fi and Bombora Collaboration Innovates B2B Targeting in Native Contextual Advertising

Simpli.fi and Bombora Join Forces for Enhanced B2B Advertising

In a significant move within the digital marketing landscape, Simpli.fi, a prominent Advertising Success Platform, has announced a partnership with Bombora, a leader in B2B data solutions. This collaboration aims to enhance native contextual offerings by delivering a first-to-market B2B targeting solution that combines both companies’ unique strengths.

What the Partnership Brings to the Table

Simpli.fi is well-known for its programmatic advertising and workflow software, which caters to agencies, brands, and media companies. The partnership with Bombora integrates Simpli.fi's advanced native targeting capabilities with Bombora's Company Surge® Intent data, a patented technology that allows advertisers to engage their target audiences effectively and cost-efficiently.

This innovative solution seeks to address the growing demand among U.S. advertisers, who reportedly spent around $108.83 billion on native ads last year. By leveraging Simpli.fi’s granularity and Bombora’s extensive portfolio of intent topics, this collaboration guarantees real-time relevance and stronger audience engagement for businesses operating in the B2B space.

The Importance of Contextual Advertising

As the advertising landscape evolves, particularly with the increasing concerns regarding privacy regulations and cookie reliance, contextual advertising has gained popularity. This approach enables advertisers to optimize their strategies and increase conversions without relying on third-party cookies. Jonno Burden, Senior Director of Strategic Accounts at Simpli.fi, expressed that their partnership with Bombora allows clients to reach the right B2B audiences with both precision and scale. Therefore, through this collaboration, advertisers can navigate the complex waters of privacy regulations while achieving effective targeting.

Expanding Reach with Data Insights

The partnership allows Simpli.fi's customers access to 76 B2B categories featuring highly relevant topics, including emerging fields like Machine Learning, Artificial Intelligence, and Marketing Technology. Mike Burton, co-founder of Bombora, highlighted that this expansion offers B2B advertisers improved targeting capabilities and audience scalability. The integration intends to meet advertisers' needs for precise targeting, sustainability in audiences, and the ability to operate at larger scales.

Notably, the efforts from both companies recently earned them the 2025 Dick Reed Award for Channel Advancements in the Programmatic category, a recognition that underscores the significance of their innovative contributions to digital marketing.

Looking Ahead

The collaboration between Simpli.fi and Bombora showcases a pivotal moment in 2025 for both entities, coinciding with the launch of new AI-driven solutions like Media Planner and Autopilot AI. Additionally, both companies have received industry accolades, including recognition from the Cynopsis Best of the Best Awards and the Campaign Elections Reed Awards, signifying their impactful roles in the advertising space.

In conclusion, the partnership between Simpli.fi and Bombora signifies a transformative step toward the future of B2B advertising. By merging advanced targeting technologies and robust intent data, they are pioneering ways for advertisers to engage effectively with their audiences in a privacy-conscious world. As digital marketing continues to evolve, collaborations like this will be crucial for meeting the diverse needs of advertisers and navigating shifting industry landscapes.