New York City-based Madison Logic tracks “intent signals” from corporate users — as well as technographics, cross-device IDs and marketers’ first-party data — and then uses those signals for the targeting of ads or content to their interests.
For instance, two people from the same company may download a white paper about a new kind of cloud-based content management system from a website in Madison Logic’s consortium. Those users are tagged with a cookie, or their mobile device ID is recorded.
Madison Logic can then deliver ads to either of those people when they show up on another participating website, or they can help target custom content from a website. The idea is to target ads, content or emails to corporate execs based on what their company has been actively researching.
Today, Madison Logic is launching the first integration for its ActivateABM account-based platform with a marketing automation platform, Marketo’s Engagement Platform, the two companies told us exclusively.
[Read the full article on MarTech Today.]
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.