Consumers’ ‘Intent’ Starts With Consent, Says Analytics Platform Bombora

Data provider raises $20 million in financing to expand artificial intelligence tools

Bombora lets clients know which businesses are researching their products and services. Bombora, Getty Images

Bombora, a marketing data company that helps marketers seeking B2B audiences, has secured $20 million in financing to deepen its understanding of the ways consumers research products online.

The company monitors content consumption on more than 4,000 business-oriented websites to learn which topics—spread across 5,000-plus topic areas—appeal to companies.

Bombora is premised on letting clients such as Salesforce know which businesses are researching their products and services. The company puts an emphasis on connecting the consent of users to purchase plans.

The financing, which was provided by Runway Growth Capital, comes as the online advertising landscape struggles with the implications of a “cookieless future” and the evolution of ad tech.