Pipeline 360 launches new display advertising platform

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.