Mobile Minded Partners Aim to Realize Attribution Across Every Channel for Global B2B Marketers

tapadAhead of the weekend, MMW learned that Madison Logic — a firm focused on B2B marketers — is partnering with Tapad, a provider of cross-screen marketing technology solutions.

Now business-to-business (B2B) marketers can power targeted advertising and content syndication programs across all channels, including smartphones, computers and tablets, a company announcement explains.

The increasing shift in content consumption across mobile devices makes cross-device identification and attribution a top priority for B2B marketers. The Madison Logic and Tapad partnership gives B2B marketers unprecedented reach and scale with the ability to run always-on, cross-device, account-based marketing programs targeting decision makers who are actively researching similar products and services.

“Screens are everywhere and so is the B2B buyer,” said Vin Turk, SVP of Audience Development for Madison Logic. “This partnership allows marketers to harness the power of Madison Logic’s intent data and combine it with Tapad’s cross-device solutions to connect with the most-likely-to-convert prospects with hyper-relevant content wherever and whenever they’re doing their research.”

“Relevance is essential to the success of B2B marketers, particularly now, when breaking through the clutter is difficult,” adds Dave Fall, COO of Tapad. “This partnership with Madison Logic allows marketers to leverage their existing customers while identifying and reaching new audiences with messaging tailored to every device.”