HG Data Rolls Out B2B Audience Segments

In California, company intelligence specialist HG Data has released new audience segments for digital advertisers, in partnership with LiveRamp.

HG is based in Santa Barbara, CA and uses semantic software to extract and categorize data on the use of B2B technology products, from billions of web documents and from off-line sources. This is used for market analysis, predictive modeling, marketing campaigns and client retention initiatives, as well as to study competitive displacement.

The new segments will be available via the LiveRamp IdentityLink Data Store, allowing B2B marketers using Facebook, Adobe Marketing Cloud, Twitter, Salesforce DMP and other platforms to hyper-target customers or entire market categories based on attributes such as installed technologies ('technographics'). Users can also create their own account-based marketing (ABM)-driven segments of key target companies and decision-makers.

John Connell (pictured), HG's EVP of Digital, comments: 'The LiveRamp Data Store makes it easy for our customers to select our digital audience segments to precisely target their ads by specific installed technologies, job title, industry, or a growing range of other specialized company criteria that help them be more precise and relevant in their interactive display campaigns. It also makes our data available on most of the leading DMPs and DSPs in the market so that advertisers can keep their existing workflows'.

Grant Ries, CEO of LiveRamp B2B adds: 'The goal of our data store is to provide our users with a reliable marketplace they can access to provide high quality, third-party data they can trust for their marketing outreach'.

HG, which appointed Elizabeth Cholawsky as its new CEO in April this year, is online at www.hgdata.com , while its partner is on the web at www.liveramp.com .