• by Ray Schultz , July 16, 2024

B2B publishers and advertisers are being offered a display advertising platform designed to enable account targeting at any stage of the buying journey. 

The new service from Pipeline360 takes a Branded Demand approach that leverages AI and first-party segment technology, the company says.

Pipeline360 is trying to address “the key challenges that B2B marketers face today in growing pipeline and reaching key targets: data privacy restrictions, digital-first buying shifts, and budget restrictions,” says Tony Uphoff, president of Pipeline360. 

The firm points out that B2B marketers face stringent regulations such as Europe’s General Data Protection Regulation and 15 state data-privacy laws in the U.S. Moreover, Google’s coming cookie deprecation will challenge the ability of display ads to achieve scale.

A recent study by Pipeline360 and Demand Metric found that 93% of B2B marketers see data privacy and compliance as a high priority at their company.

Pipeline360 describes Branded Demand as the convergence of brand awareness and demand generation.