Bombora launches curated ecosystem audiences with premier B2B partners

Bombora announced the launch of Curated Ecosystem Audiences on October 30, 2025, marking a first-of-its-kind expansion of its business-to-business digital audience solutions. The announcement unveils a system that converts proprietary data from specialized B2B platforms into addressable advertising audiences across programmatic and social channels.

Initial partners include Crunchbase, which provides private company intelligence and usage data from over 80 million users; Definitive Healthcare, a healthcare commercial intelligence provider; G2, a software marketplace used by more than 100 million people annually; and HG Insights, which delivers artificial intelligence-powered technology intelligence. Each partner contributes distinct data sets that transform into actionable audience segments for digital advertising campaigns.

"Bombora was created because we believe the B2B ecosystem can be more than the sum of its parts," said Mike Burton, Co-Founder and Executive Vice President Strategic Partnerships at Bombora. "With Curated Ecosystem Audiences, we're leveraging our unique capabilities to unleash the full power of B2B data signals from highly respected players across the ecosystem and to fuel advanced targeting strategies for advertisers exactly when and where they need them."

The offering provides both off-the-shelf and fully customizable audience segments available for activation on platforms including The Trade Desk, Yahoo DSP, and Reddit. Access extends to more than 100 additional destinations like DV360 through data marketplaces including LiveRamp. These audience segments include high-growth companies, unicorn startups, businesses segmented by equity funding level, and those identified by their most recent funding round.

According to the announcement, G2 powers audience segments and B2B attributes reflecting active buyers' buying stage signals from across the software market. Advertisers can leverage these B2B account-level attributes to create custom audiences by combining them with proprietary key account lists, Bombora's approximately 6,300 custom attributes, and 19,000 Intent-driven audiences.

The development addresses a persistent challenge in B2B marketing: translating specialized data into scalable advertising audiences. The marketing community has increasingly sought unified audience targeting capabilities across fragmented platforms, particularly as programmatic advertising infrastructure matures.

Bombora's ability to transform partner data into scaled digital audience segments provides monetization opportunities that extend beyond traditional data licensing models. The system operates through Bombora's network of advertising technology integrations, enabling deployment across multiple channels without requiring individual platform integrations from partner companies.

"Our data provides a comprehensive view of healthcare organizations and professionals across the entire healthcare ecosystem, from health systems and hospitals to clinics, imaging centers, and more," said Sally Slarke, Senior Vice President, Commercial and Digital at Definitive Healthcare. "Curated Ecosystem Audiences is a critical link that turns our specialized intelligence into addressable audiences for easy activation and more targeted, effective digital advertising."

The architecture supports omnichannel activation across programmatic, social, connected television, and additional advertising formats. This flexibility enables advertisers to deploy audiences whenever and wherever campaigns require, either through ready-to-launch segments or through fully custom builds developed with Bombora's AI-driven Audience Desk.

"LiveRamp is proud of our longstanding partnership with Bombora, as we've worked together to innovate in B2B and AdTech," said Max Carranza, Vice President, Technology and Data Partners at LiveRamp. "We're looking forward to their Curated Ecosystem Audiences continuing to improve campaign performance by making it easier for advertisers to tap Bombora insights, for seamless activation over LiveRamp's data collaboration network."

The timing of this launch aligns with broader industry developments in data marketplace infrastructure. The Trade Desk introduced Audience Unlimited in September 2025, implementing artificial intelligence-powered data scoring and new pricing models at 3.3% and 4.4% rates to address long-standing adoption barriers in third-party data deployment.

For Crunchbase, the partnership translates forward-looking views of private company growth, funding, and market activity into ready-to-activate segments. "Crunchbase delivers a comprehensive and forward-looking view of private company growth, funding, and market activity—helping companies know who to engage and when," said Kate Long, Vice President of Marketing at Crunchbase. "Bombora's Curated Ecosystem Audiences translate that intelligence into ready-to-activate segments, giving marketers a powerful new way to reach high-growth companies and decision-makers at scale."

G2's integration brings purchasing intent data from millions of buyers actively researching software products. "Millions of buyers are actively on G2 researching a software product that's right for their business," said Christine Li, Vice President of Global Partnerships and Data Solutions at G2. "Now, with Bombora's Curated Ecosystem Audiences, marketers can meet this unique and captive audience with high purchasing intent wherever they are with the right messaging and at the right time."

The system addresses what Burton characterized as a gap between the insights marketers access and the ability to act on them. Traditional B2B data partnerships often required extensive technical integration work before data could be activated in advertising platforms. Bombora's infrastructure eliminates these implementation barriers by providing pre-integrated access across its network of advertising technology platforms.

HG Insights contributes technology intelligence data covering adoption patterns, spend information, and purchase intent signals. "Our partnership with Bombora brings the precision of HG's technology intelligence to a broader audience of B2B marketers," said Katrina Cho, Vice President of Partnerships at HG Insights. "Together, we empower marketing leaders to activate the highest-quality technology spend and intent data to precisely engage their ideal audiences."

The offering includes three core capabilities. First, advertisers gain access to high-value audience segments previously unavailable through standard programmatic channels. Second, omnichannel activation enables deployment across primary advertising platforms and formats. Third, flexibility allows advertisers to choose between ready-to-launch segments or work with Bombora's Audience Desk to build fully custom audiences tailored to specific campaign goals.

The development reflects Bombora's positioning as what it describes as "the true B2B data pioneer." The company operates a Data Co-op comprising leading publishers, brand websites, and premium data providers. Leveraging advanced artificial intelligence models, Bombora creates what it characterizes as a holistic view of company research behavior.

Platform integration extends across nearly every B2B marketing technology, revenue technology, sales technology, and advertising technology solution. This distribution network enables the immediate deployment of Curated Ecosystem Audiences without requiring advertisers to establish new platform relationships or technical integrations.

The healthcare vertical represents a particular opportunity within the Curated Ecosystem Audiences framework. Definitive Healthcare provides data covering healthcare organizations and professionals across health systems, hospitals, clinics, imaging centers, and additional healthcare settings. This specialized intelligence transforms into addressable audiences for pharmaceutical, medical device, and healthcare services advertisers.

For software and technology marketers, G2's data delivers buying stage signals from over 100 million annual users making software decisions. These signals include research patterns, comparison activities, and review behaviors that indicate purchase readiness. The integration provides technology vendors with audience segments reflecting actual software evaluation behavior rather than inferred intent.

Crunchbase's contribution centers on company growth trajectories and funding patterns. The platform combines private company information with usage data to forecast market movements. Audience segments derived from this data enable advertisers to target companies based on growth velocity, funding status, or market positioning. These capabilities prove particularly relevant for enterprise software providers, financial services firms, and business services companies targeting high-growth businesses.

HG Insights delivers technology adoption and spend intelligence through artificial intelligence-powered analytics. The platform provides visibility into technology infrastructure decisions, budget allocations, and purchase intent across enterprises. This data transforms into audience segments enabling technology vendors to identify companies running competitive products, planning technology upgrades, or exhibiting buying signals for specific categories.

"With Curated Ecosystem Audiences, we're giving advertisers a new level of targeting power," added Burton. "It's a major step toward closing the gap between the insights marketers have access to and the ability to act on them, ultimately driving stronger strategic alignment and higher return on investment."

The announcement positions Curated Ecosystem Audiences as available immediately for advertisers seeking signal-driven precision targeting. Implementation requires no additional platform integrations beyond existing relationships with supported demand-side platforms and social advertising platforms.

Bombora's infrastructure provides a range of Intent, Identity, B2B Audiences and Campaign Measurement solutions accessible within advertising technology platforms. The company's Data Co-op model aggregates research behavior signals from publisher networks and brand websites, creating what it describes as a unique data asset for business-to-business marketing applications.

The competitive landscape for B2B audience targeting has intensified throughout 2025. Adobe released artificial intelligence agents for B2B sales and marketing workflows in October 2025, introducing automated capabilities for audience development, journey creation, and analytics. These agents operate within Adobe Experience Cloud applications, targeting the complex decision-making processes characteristic of enterprise purchases.

For marketing practitioners, Curated Ecosystem Audiences addresses operational challenges in deploying specialized B2B data across advertising platforms. Traditional approaches required negotiating individual data partnerships, integrating technical connections, and managing separate activation workflows for each data provider. Bombora's unified infrastructure consolidates these processes into single-platform access across multiple specialized data sources.

The development carries implications for data monetization strategies among B2B platforms. Companies possessing proprietary business intelligence can now access advertising activation channels without building internal advertising technology capabilities. Bombora's infrastructure handles technical integration, audience creation, platform distribution, and activation support.

The system operates through Bombora's established network of platform partnerships. The Trade Desk integration enables access through what has become a critical programmatic infrastructure for digital advertising campaigns. Yahoo DSP integration provides access to Verizon Media properties and additional premium inventory. Reddit integration opens social advertising opportunities targeting professional and technical communities.

LiveRamp's involvement extends the distribution network to hundreds of additional activation endpoints. The data collaboration platform enables secure audience matching and activation across its network of over 500 ecosystem partners. This integration layer provides advertisers with consistent audience access regardless of which platforms their campaigns utilize.

The technical implementation relies on Bombora's ability to translate diverse data formats into standardized audience segments compatible with advertising platform specifications. Each partner contributes data structured according to their internal systems. Bombora processes this information into audience definitions matching the taxonomies and technical requirements of destination platforms.

For advertisers managing campaigns across multiple channels, the unified access model simplifies audience deployment. Rather than activating separate data sets through different providers for each platform, Curated Ecosystem Audiences enables consistent segment application across all integrated destinations. This standardization supports cross-channel campaign coordination and unified measurement approaches.

The pricing and commercial terms for Curated Ecosystem Audiences were not disclosed in the announcement. However, the system appears designed to operate through existing advertising platform relationships rather than requiring separate data licensing agreements. Advertisers access audiences through their demand-side platforms or social advertising platforms according to each platform's standard commercial structures.

Bombora maintains its headquarters in New York and operates as a business-to-business data provider serving brands, agencies, and publishers. The company characterizes itself as the creator of the B2B Intent Data category more than 10 years ago. Industry analysts have recognized Bombora as a leader in intent data provider evaluations, including designation in The Forrester Wave: Intent Data Providers for B2B, Q1 2025 report.

The announcement follows additional Bombora recognition throughout 2025. The company received designation as a Leader in the IDC MarketScape: Worldwide Sales Intelligence Applications 2025 Vendor Assessment. Bombora and Simpli.fi received the Dick Reed Award for Channel Advancements and Innovation, recognizing their contextual targeting solution.

Timeline

• October 30, 2025 – Bombora announces Curated Ecosystem Audiences with Crunchbase, Definitive Healthcare, G2, and HG Insights as initial partners
• October 9, 2025 – Adobe releases AI agents targeting B2B sales and marketing workflows, introducing Audience Agent, Journey Agent, and Data Insights Agent for enterprise software buyers
• October 1, 2025 – LiveRamp introduces agentic AI tools for marketing automation, enabling autonomous agents to access identity resolution, segmentation, and activation through APIs
• September 29, 2025 – The Trade Desk launches data marketplace overhaul with AI scoring, introducing Audience Unlimited with 3.3% and 4.4% pricing rates
• September 18, 2025 – Google makes AI audience personas available to all Display Video 360 users, enabling natural language audience creation through AI-powered processing
• September 2025 – Bombora named a Leader in The Forrester Wave: Intent Data Providers for B2B, Q1 2025 report
• August 2025 – LiveRamp reports Q2 revenue growth of 10.7% amid data collaboration expansion, reaching $194.8 million total revenues
• June 2025 – Netflix adds Yahoo DSP as fourth global programmatic advertising partner, expanding programmatic capabilities with clean room integrations
• January 2025 – DV360 releases new tools for privacy-focused advertising, introducing Publisher Advertiser Identity Reconciliation with over 20,000 publisher domains

Summary

Who: Bombora, a business-to-business data pioneer based in New York, announced the launch in partnership with Crunchbase (predictive intelligence solution), Definitive Healthcare (healthcare commercial intelligence provider), G2 (software marketplace with 100 million annual users), and HG Insights (technology intelligence provider). The announcement affects B2B advertisers, marketing agencies, and publishers accessing audiences through platforms including The Trade Desk, Yahoo DSP, Reddit, DV360, and LiveRamp's data collaboration network.

What: Curated Ecosystem Audiences represents a first-of-its-kind expansion of Bombora's B2B digital audience solutions, translating proprietary data from specialized business platforms into actionable audience segments for programmatic advertising. The offering includes both off-the-shelf segments and fully customizable audiences combining partner data with Bombora's approximately 6,300 custom attributes and 19,000 Intent-driven audiences. Audience segments include high-growth companies, unicorn startups, companies segmented by equity funding level, software buyers at various purchase stages, healthcare organizations, and technology adoption patterns.

When: Bombora made the announcement on October 30, 2025, at 9:00 AM Eastern Daylight Time. The offering became available immediately for advertisers seeking signal-driven precision targeting across supported platforms. The timing follows September 2025 recognition as a Leader in The Forrester Wave: Intent Data Providers for B2B, Q1 2025 report and August 2025 designation in the IDC MarketScape: Worldwide Sales Intelligence Applications 2025 Vendor Assessment.

Where: Curated Ecosystem Audiences can be activated on platforms including The Trade Desk, Yahoo DSP, the social platform Reddit, and more than 100 additional destinations like DV360 accessible through data marketplaces including LiveRamp. The system supports omnichannel deployment across programmatic advertising, social platforms, connected television, and additional formats. Bombora operates from its headquarters in New York and serves B2B advertisers globally through its network of advertising technology integrations.

Why: The launch addresses the gap between specialized B2B intelligence and actionable advertising audiences, enabling premier data companies to monetize proprietary insights through programmatic channels without building internal advertising technology capabilities. For advertisers, the system provides access to previously unavailable audience segments based on company growth trajectories, funding patterns, software purchase signals, healthcare ecosystem coverage, and technology adoption intelligence. The offering advances Bombora's mission to capture, curate, activate, and deploy high-value B2B data for the benefit of the entire B2B ecosystem, closing the gap between insights and activation while driving stronger strategic alignment and higher return on investment.