The B2B Data Cooperative (Data Co-op) and data collection methodology FAQs

Bombora's B2B Data Co-op
Bombora's Intent Data Collection Methodology
Bombora's Demographic and Firmographic Data Collection

B2B Data Co-op

An exclusive collective of premium vendors, analyst firms, and content syndication businesses, forward-thinking publishers, marketers, agencies, technology providers, research and event firms all benefit as members of Bombora’s B2B Data Co-op.

From the largest business media companies on the planet to the most niche special interest destinations, cooperative members receive direct access to a massive pooled data set that details business firmographics and buyer intent across the B2B web at massive scale. In return, they contribute privacy compliant, brand anonymous, visitor consumption data.

The scale of the B2B web

Bombora’s B2B Data Co-op is the largest of its kind, ensuring a valid historical baseline delivering scale exponentially greater than any one site:

  • 2.8 million companies content consumption monitored
  • Across almost four thousand websites
  • 66.8 billion quarterly content consumption events

Figures for Q3 2018  (average of monthly figures from July to September)

Bombora's B2B Intent Data Collection Methodology

Bombora is the largest aggregator of B2B Intent data, an indicator of increases (surges) in business purchase intent.

Unlike B2C which tends to be an individual buying experience, the B2B buying process often comprises of buying groups across different departments of an organization. Individuals within the buying group have different priorities and may be researching across a range of topics on the Internet.

Those research activities typically occur across third-party content and can include downloading white papers, attending webinars, sharing articles, reading case studies, and registering for specialized information.

Through our trusted Data Co-op of over 3,800 B2B publishers, we monitor the website behavior and content consumption activities of over 2 million companies. These activities are aggregated into intent, demographic, and firmographic data segments that represent a strong indicator of business purchase intent. This data is made available for marketing and sales initiatives.

Frequently Asked Questions

  1. How is Intent data collected?
  2. What are the differences between Bombora's intent topics and other intent providers' keywords? 
  3. How do you assign a business domain to a device?
  4. What is the verification process that you use to identify fraudulent cookies, such as bots?
  5. Is your data deterministic or probabilistic?
  6. Do you have cross-device targeting?


Check out this Audience Solutions article for a complete list of our segment types and their descriptions.

2. What are the differences between Bombora's Intent topics and other Intent providers' keywords?  

There are some key differences between Bombora's Intent topics and other providers' keywords. The derivation method is different, as our Intent topics are based on data science, and keywords are scraped terms from a given content source. Check out the resource below to learn more about the differences and why they matter.

Intent Topics vs Keywords

3. How do you assign a business domain to a device? 

Bombora identifies the domain of a device that visits a page in the Bombora B2B Data Co-op through a proprietary domain assignment process. Our one-sheeter below provides more information on the methods we leverage to identify the company of a device. Typically we can associate a domain to a device ~20-30% of the time.

4. What is the verification process that you use to identify fraudulent cookies, such as bots? 

We use proprietary methodologies that include user agent detection, IP blacklist and behavioral models for non-human traffic detection.

5. Is your data deterministic or probabilistic?  

It varies by the segment type, but our data is comprised of both deterministic and probabilistic data.

6. Do you have cross-device targeting?

Bombora has partnered with a leading cross-device provider to unify a person's digital footprint across multiple devices and get a holistic view of the content consumption activity of the individual.  In some cases when a person is connected to home wifi (ISP) or a mobile device, and not connected to office wifi, we are unable to track the activity. 

Bombora's Demographic and Firmographic Data Collection

Bombora aggregates B2B demographic and firmographic data to provide targetable segments such as revenue, company size, professional group, functional area, industry, and seniority. The data is collected from a combination of anonymized publisher registration data, proprietary IP-to-Company mapping technology, and offline data sources. 

The offline data sources that we work with specialize in offline data acquisition. While their data collection methods are proprietary, they do share that some of their sources include, but are not limited to, registration or whitepaper form fills, resumes, and business cards.

For a full list of audience segments available for targeting, please download here

  • How are your B2B audience segments collected, and where does the offline data come from? 

Double click the list below to view the audience segment types that are available and sourced from various data acquisition partners.


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Company Surge® use case - Sales Prioritization
Company Surge® use case - Sales Prioritization

Prioritize sales and build strategy based on data-driven insights from the Bombora B2B Data Co-op.

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