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ZoomInfo has announced entering a strategic partnership with global-leader advertising technology, The Trade Desk.
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MarketingOS, ZoomInfo’s account-based marketing (ABM) platform, offers the industry’s first in-house B2B demand-side platform that focuses on meeting the needs of companies doing true B2B ABM.
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The integration with supply-side platforms assists MarketingOS to enable customers to buy advertisements through real-time actions for placement in leading business publications.
ZoomInfo, an industry-leading go-to-market platform to find, acquire, and increase customer base, has announced a strategic integration with The Trade Desk, a worldwide leading provider of advertising technology. The partnership will enable ZoomInfo to access The Trade Desk’s industry-leading platform.
Using this, ZoomInfo expands its omnichannel advertising network in order to gain access to more elite publishers and provides display, video, and audio advertisements internationally for the first time.
Bryan Law, Chief Marketing Officer of ZoomInfo, said,
Our industry-leading audience creation capabilities are built on the strongest data foundation in the market, and with The Trade Desk expanding our reach, we can now provide the best of both worlds. This partnership opens the door for our customers to scale their audiences and unlock new avenues for customer acquisition.
[Source – Business Wire]
MarketingOS, ZoomInfo's ABM platform, serves as the perfect central hub for executing B2B advertising campaigns. It provides dynamic intent market signals and exclusive categories of intent data that businesses cannot find elsewhere. The platform features the industry's first in-house B2B demand-side platform (DSP), tailor-made for meeting the needs of companies engaged in genuine B2B account-based marketing. It is carefully optimized to align with crucial account context rather than surface-level insights.
The platform offers a streamlined approach by directly integrating with leading exchanges and supply-side platforms (SSPs). This integration empowers customers to participate in real-time auctions for ad placement in leading business publications. On the back end, ZoomInfo seamlessly processes users' tailored audiences and campaign details, initiating campaigns programmatically through The Trade Desk's ad auction process.
MarketingOS users can now craft advertising campaigns harnessing The Trade Desk's platform innovation, tapping into its extensive inventory access, which boasts the widest industry reach. This enhanced domestic outreach and the capacity to target fresh international audiences promise improved campaign performance and a better ROI, leading to sustained business growth.
Ed Chater, SVP of Global Client Service at The Trade Desk, said,
ZoomInfo is leading the way for B2B and ABM via their MarketingOS platform, and we’re excited to see our innovation power their capabilities that harness data and decisioned media buying. This is even more exciting when thinking about the available inventory, including connected televisions, that can be bought programmatically, which can change the way B2B marketers plan and execute their campaigns.
[Source – Business Wire]
In the realm of B2B marketing, organizations have tremendous opportunities to supercharge their marketing campaigns, which brings them close to the right audience, added Charter.