Easy-to-Use, Flexible Branded Demand Solution Leverages AI and First-Party Data Segments to Scale Reach

Pipeline360, Integrate’s media business, announced the launch of a new, easy-to-use, flexible display advertising platform that pairs with content syndication for an integrated Branded Demand offering. The enhanced display platform is purpose-built for B2B and leverages AI and first-party segment technology to enable customizable account targeting at any stage of the buying journey. Bringing together display for brand awareness and content syndication for demand generation drives a Branded Demand approach that has been found to deliver nearly 40% greater performance and higher return on investment at scale.

“We’ve invested in building out a robust, easy-to-use, and impactful display ad platform that pairs seamlessly with our content syndication solution to execute Branded Demand programs that drive more impactful performance and measurable results.” – Tony Uphoff, President, Pipeline360

Today’s B2B marketers face an increasingly stringent data privacy landscape with regulations such as the European Union’s General Data Protection Regulation (GDPR), Brazil’s General Data Protection Law (LGPD), China’s Personal Information Protection Law (PIPL), and 15 U.S. state-specific data privacy laws enacted to-date. These regulations, along with Google’s impending cookie-deprecation reduce third-party data access and challenge the ability for display ads to scale. In fact, according to Pipeline360 and Demand Metric’s recent study 93% of B2B marketers report that data privacy and compliance is a high priority at their company.

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“At Pipeline360, we’re building solutions to address the key challenges that B2B marketers’ face today in grow pipeline and reaching key targets: data privacy restrictions, digital-first buying shifts, and budget restrictions,” said Tony Uphoff, President, Pipeline360. “We’ve invested in building out a robust, easy-to-use, and impactful display ad platform that pairs seamlessly with our content syndication solution to execute Branded Demand programs that drive more impactful performance and measurable results.”

Pipeline360’s new display ad platform is purpose-built from the ground up to make it easier for B2B marketers to run more impactful and efficient campaigns. New features and functionality include:

• Improved reach: Leverage the power of AI and first-party segments for display campaigns that drive higher quality, more impactful outreach that maximizes media budgets and efficiency.

• Flexible campaigns: Custom-fit account lists to make each campaign unique and targeted to your ideal company profile. Take advantage of unified lists across display campaigns and content syndication for branded demand campaigns, that ensure audience consistency and an orchestrated approach to account optimization throughout the campaign lifecycle. Utilize double the number of creative units supported. Integrate display ads with content syndication for a branded demand approach to drive higher ROI and a unified marketing strategy.

• Enhanced reporting & analytics: Gain real-time visibility into Branded Demand campaign performance with access to dashboards and reports. Download, schedule, and automate campaign data delivery to outside teams or systems via email. Optimize campaigns, gain transparency, and accelerate time-to-value.

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Branded Demand is the convergence of brand awareness and demand generation. Aligning brand awareness with lead generation ensures that when Sales engages, potential clients are already familiar with the brand. This shift from constant pushing for meetings to a more supportive role allows Sales teams to provide additional content and education to prospects, acknowledging the changing dynamics of the buyer’s journey.