How to Connect Your Audiences’ Addressable IDs for Programmatic Ads

Six Scientific Steps to B2B Programmatic Success (part 2 of 3)

Are you like many other B2B marketers out there trying to make sense of the frenetic pace of your buyers' digital activity?

According to Gartner's Top Emerging Trends in Digital Marketing, "The Purchase Funnel Has Been Blown to Bits."

  • Customers have moved from a discrete linear purchase path to moving at their pace when and wherever they want to.
  • Compound that behavior with Gartner's estimation that by 2016, the install base of devices will total 7.8 billion units (including wearables, phones, tablets and PCs.)

In our first blog, we introduced the first in a three-part series to walk through highlights from the Six Scientific Steps to B2B Programmatic Success. Brought to you by Dun & Bradstreet in collaboration with the Oracle Data Cloud, we offer you a "common data sense method" for making programmatic work for you and your audience.

Your programmatic reach becomes exponentially more valuable when you can connect the dots between a user and all of a user’s digital IDs.
Melissa Kofroth, Content Marketing Director, Dun & Bradstreet

Today we delve into Step 4 of the "data scientific method" for developing a testable experiment - Connect audience data to addressable IDs.

Once you've defined your audience based on a blend of online behavioral data, grounded deterministic B2B company and contact data, you must connect to their online identity so you can engage with them when and where they go digitally.

This may seem like an obvious statement. For user insights to be actionable in a targeted way, they must be associated with at least one digital identifier. Media that can be targeted to a user-level ID is said to be "addressable." The extent to which you can identify your audience digitally will have a significant impact on how many times and in which channels you can engage with them.


We say "the extent to which" here because the reality is that the average person has dozens of digital identifiers including cookies, mobile IDs, email addresses and login IDs. Just consider how many digital IDs you have for online sites and apps you frequent - and then the multiple devices you use to access them. The list can get big very quickly.

While it's extremely valuable to have a cookie ID you can target - your programmatic reach becomes exponentially more valuable when you can connect the dots between a user and all of a user's digital IDs. This is why it is important to work with a data provider with access to a strong online identification solution to make those connections. Not only will you multiply online marketing reach against your audience, but you will also benefit from more holistic cross-channel engagement and measurement.

Here is where common data sense prevails. Now you have targeted audience data you can layer onto your media buy in a programmatic online environment - data that is connected to your decision makers' online behaviors as well as their "offline" buyer persona.

Read more in the Digital Advertising Sanity Check: Six Scientific Steps to B2B Programmatic Success and watch for the third installment of this blog, which will cover measuring your online advertising activity for closed-loop programmatic.


Do you need answers about how to reach your audience online?

Contact Oracle's Data Hotline to speak with a data consultant who will help answer your questions, assist with data strategy and provide audience recommendations.

Together Dun & Bradstreet and the Oracle Data Cloud have collaborated to bring a best-in-class natively integrated audience data and technology solution to hundreds of B2B marketers. Oracle's Data Hotline can help you use Dun & Bradstreet audience data to power your next B2B programmatic campaign.