Bombora is expanding its B2beacon, a digital campaign measurement solution designed to address one of the sector’s biggest challenges: understanding programmatic media performance at the account and buying group level.
With B2B programmatic spend projected to increase by 25% over the next two years, company officials said B2beacon delivers consistent, high-quality measurement that enables advertisers to confidently evaluate reach, engagement, and impact across B2B campaigns.
Initially launched in Q4 of 2025 on The Trade Desk, B2beacon delivers precise account- and buying group–level measurement, flexible activation without a subscription, and industry-leading match rates of 90%, said Mark Connon, Chief Executive Officer of Bombora.
Expansion with OpenX
Through a new integration with OpenX, Bombora’s measurement solution is available across major DSPs including DV360, Amazon DSP, Yahoo DSP, Viant, Basis and Simpli.fi. By expanding across these partners, Bombora now offers specialized B2B campaign measurement to the platforms that represent an estimated 75%+ of B2B programmatic ad spend.
“B2B measurement has long been complex and fragmented,” said Michael Guzewicz, Vice President of Strategic Partnerships at OpenX, in a statement. “B2beacon™ brings greater consistency and clarity to B2B measurement, unlocking seamless access to Bombora measurement through OpenXBuild. Combined with OpenX’s identity graph, the result is simplified cross-channel activation, expanded addressability, and a more direct, reliable view of performance for buyers.”
New B2B Measurement Standard
Powered by Bombora’s industry-leading B2B identity graph— which maps more than 3 billion digital identifiers to business attributes— B2beacon connects log-level impression and engagement data to the specific accounts and buying groups they represent. By leveraging platform-direct, log-level data, this B2B solution eliminates the blind spots common in tag-based measurement, capturing more impressions and delivering a true, end-to-end view of campaign performance.
Designed to work seamlessly with Bombora audiences, B2beacon delivers immediate account and buying group visibility without requiring new subscriptions, additional platforms, or complex onboarding. Teams can quickly evaluate campaign effectiveness and validate performance without the limitations of siloed reporting and the hassle of tag placements.
“B2B advertising has outgrown measurement approaches that weren’t designed for complex buying groups, long sales cycles and multi-platform execution,” said Connon. “B2beacon represents a step forward in aligning measurement with the realities of sophisticated B2B marketing.”
Partnership with Proximic By Comscore
Additionally, Bombora announced that Proximic by Comscore’s Predictive Audiences now includes 300 new contextual audiences built based on Bombora’s proprietary B2B data.
Advertisers now have access to 300 new Proximic by Comscore Predictive Audiences, providing B2B contextual segments powered by the integration of Bombora’s proprietary B2B data and Proximic by Comscore’s predictive AI technology. This partnership enables sophisticated contextual targeting mapped to essential B2B attributes, such as industry, job function, professional group, and install data.
By leveraging these segments, brands can strategically place messaging in media environments tailored to the editorial interests of B2B decision-makers— extending reach, driving relevance, and elevating campaign performance.
“Our partnership with Proximic by Comscore is another demonstration of our commitment to giving advertisers seamless access to Bombora’s proprietary B2B data to enable sophisticated advertising strategies,” said Mike Burton, Co-Founder and EVP of Strategic Partnerships at Bombora. “Uniting our unique data assets with Proximic’s predictive technology, empowers brands to reach their ideal professional audiences using a diversity of strategies, including contextual editorial placements, at scale.”
