Global business publisher Forbes has been the first to benefit from the partnership of Madison Logic Data and Moat. Combined their data offerings will provide the added ability to identify unknown audiences and better inform their optimization and campaign measurement strategies.
The partnership aims to deliver insights into B2B audiences with a combination of viewability, attention analytics, and intent data. This will help marketers improve programmatic buying and bidding effectiveness as well as tailor strategic and creative messaging to optimize attention and overall performance.
Ann Marinovich, vice president of advertising products and strategy at Forbes Media, explained in a statement that the partnership would allow the publisher to provide “greater demographic and intent engagement metrics to both our advertisers and BrandVoice marketing partners.”
Moat co-founder, Jonah Goodhart, added: “The addition of Madison Logic’s intent data to the in-depth Attention Analytics that Moat provides, creates a new lens through which publishers and marketers can benefit."
Madison Logic Data is the largest B2B data source of demographic and intent data for marketers and publishers, whose B2B intent database consists of more than $3.2bn monthly interactions to determine which audiences were exposed to which type of content and for how long.
Moat is a software as a service (Saas) analytics and intelligence firm that recently launched Non-Human Traffic (NHT) Analytics, which adds NHT data to the company’s viewability, AVOC and attention analytics to give publishers and marketers insights into what content is being viewed as well as where and how consumers are paying attention.