Pipeline 360 launches new display advertising platform

A convergence of first-party based display advertising and content syndication creates what Pipeline 360 is calling ‘randed demand.’

Kim Davis on July 16, 2024 at 10:58 am | Reading time: 1 minute

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Pipeline 360, Integrate’s B2B media business, today launched a purpose-built display advertising platform which will combine with its “write once, publish often” content syndication solution for an integrated “branded demand” offering, where demand generation is wrapped together with building brand awareness.

Faced with Google’s ever-impending third-party cookie deprecation and increasingly stringent privacy regulations, the new platform de-emphasizes third-party data in favor of applying AI to first-party segments to increase reach and impact.

Why we care. Brand building gets lost in the push to achieve revenue goals. But to persuade prospects to take meetings, it helps, to say the least, if they have some awareness of the brand. It’s not new that Pipeline 360 offers content syndication capabilities aimed at driving demand for products and services. The display ad platform, leaning on first-party segments, is a brand awareness tool. Pipeline 360 aims to run the two in tandem.

Advantages of relying on first-party segments. Pipeline 360 sees a number of advantages from doubling down on first-party rather than third-party data:

Customized targeting rather than advertising to generic segments.

Targeting the right audience leads to higher ROI.

First-party segments can be generated from target account lists.

About the author

Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.

Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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