Demandbase preps for a future of IP-based targeting

03/27/2013 | MediaPost Communications

Demandbase will use a new round of funding to encourage the trend of integrating marketing automation and content management, among other efforts, writes Laurie Sullivan. The advertising and optimization platform also recognizes "a move toward using Internet protocol (IP) rather than cookie-based targeting because of the attributes ... required to reach customers," writes Sullivan. CEO Chris Golec says he foresees "more social offering in the next 12 months," though the company's efforts are a little ahead of B2B customer demands in that regard.

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