Bombora has expanded its B2beacon™ campaign measurement solution to establish a new standard for B2B advertising performance visibility and accuracy, enabling marketers to measure programmatic campaigns at the account and buying-group levels – where real B2B buying decisions happen – rather than relying on traditional, siloed tag-based reporting. Originally available through The Trade Desk, B2beacon™ now integrates with major demand-side platforms including DV360, Amazon DSP, Yahoo DSP, Viant, Basis and Simpli.fi, giving advertisers coverage across more than 75 % of B2B programmatic spend and delivering consistently high match rates of 90 %+ against Bombora’s identity graph.
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The solution uses platform-direct, log-level impression and engagement data linked to Bombora’s B2B identity signals to eliminate measurement blind spots and provide a true end-to-end view of reach, engagement and impact. Without requiring new subscriptions or complex onboarding, B2beacon™ helps teams rapidly evaluate campaign effectiveness, optimise investment across accounts and validate outcomes against business goals, empowering marketers to prioritise investment where in-market demand actually exists and improve accountability across channels. By aligning measurement with the realities of modern B2B buying groups and long sales cycles, Bombora aims to help advertisers move beyond fragmented reporting and prove the value of their programmatic strategies.