Expanding how your customer data platform (CDP) drives paid media is a key opportunity for B2B brands.

Some platforms, such as LinkedIn, can directly ingest a list of company names or domains for account targeting. But many of the largest programmatic and open-web platforms, including The Trade Desk, Google DV360, Reddit, and others, require targetable people (cookies, device IDs, or platform-resolvable identifiers) to activate from CDPs. They cannot activate a simple account list without some translation or direct configuration. This means that your CDP can be limited to powering audiences of known people, thereby hindering data-driven, top-of-funnel targeting of unknown people to build out buying groups and account membership.

Adobe Real-Time Customer Data Platform has always enabled marketers to plan and activate account-based marketing (ABM) using digital audiences for advertising on LinkedIn and via matching email addresses to walled-garden destinations like Meta. Now, in partnership with Bombora, Real-Time CDP customers can activate digital audiences across Reddit, The Trade Desk, DV360, and a host of other ad platforms, drastically expanding the capability to scale ABM natively out of Real-Time CDP.

For Real-Time CDP customers looking to strengthen top-of-funnel performance and increase value realization from their investment, this capability connects account-level intelligence to scalable paid media activation — while streamlining the operational complexity of paid media activation.

With this integration, any Account Audience (aka “account list”) in Real-Time CDP can become a scalable ABM digital audience, including:

• Tiered ICP (ideal customer profile) accounts
• Open opportunity accounts
• Customer expansion targets
• High-intent or surging accounts
• Product-qualified accounts
• Event or partner cohorts

Scaling account intelligence to paid media activation.

B2B organizations use Real-Time CDP to define high-value accounts using CRM data, marketing automation data, product signals, firmographics, lifecycle stages, and intent insights. There's a great opportunity in translating those account audiences for use across an array of paid media platforms. With CDP capabilities connecting and clarifying your data foundation, you drastically increase your potential to access enterprise datasets (for more intelligence, context, etc.), manage that data to power intelligent audiences, and activate those audiences across far more places than would be possible with your CRM or other legacy B2B systems alone.

But every advertising platform operates differently, creating workflow and efficiency challenges. An architectural pattern for B2B account activation solves the challenge.

This is where the Bombora destination changes the equation.

With the native Bombora destination, you can take a flexible approach to ABM:

1. Marketers curate account audiences inside Real-Time CDP using any account data.
2. Those account audiences are activated to Bombora using the company website domain as the key.
3. Bombora translates the account list into targetable digital audiences.
4. Audiences are routed directly to your buying seats across major demand-side platforms (DSPs) and advertising platforms.
5. Resulting engagement tracked by CDP capabilities for further experience personalization.

Adobe Real-Time CDP defines which accounts matter. Bombora enables activation to the people who work at those accounts that you don’t know yet — across the broader advertising ecosystem.

This allows organizations to scale ABM beyond closed platforms and into the open web, CTV, and emerging channels (where you are probably already advertising), without needing person-level data on unknown people inside the CDP itself.

Integrating ABM into broader media strategy.

ABM programs have historically been siloed — run separately from brand and demand generation campaigns — with manual list exports and duplicated audience logic inside DSPs, even with expensive standalone tools built just for running ABM programs.

With account audiences built and activated from a central platform, ABM becomes part of a unified media strategy. And with the flexibility of Real-Time Customer Data Platform to power audiences using the full spectrum of ingested or federated data (e.g., a packaged or composable approach), you have architectural flexibility to manage audiences centrally, no matter where that data ultimately lives.

This means marketing teams can:

• Align media investment with account tiers and lifecycle stages.
• Dynamically update audiences as accounts move between segments.
• Integrate ABM targeting into always-on programmatic campaigns.
• Ensure paid media uses the same segmentation logic as sales and marketing.
• Increase scale and cost efficiency of centralizing ABM media with your broader media practice.

Because audience curation happens in CDP, profile updates flow automatically. As account status changes — new opportunities, expansion targets, increased intent — media activation stays synchronized.

This interoperability leads to streamlined operations and effective campaigns. Instead of rebuilding audiences on each ad platform, teams segment once and distribute everywhere.

The result — greater use of your organization’s first-party data and insights across paid media.

Broad availability and easy operationalization capability.

This capability is natively available to Adobe Real-Time CDP customers. It does not require a separate contractual relationship with Bombora to activate audiences — only a relationship with your chosen advertising platforms.

To operationalize activation, customers work with Bombora to provide buying seat IDs and required routing information so digital audiences can flow directly into platforms such as The Trade Desk, DV360, Reddit, and others.

Once configured:

• Build account audiences in Adobe Real-Time CDP.
• Activate to the Bombora destination.
• Route to your DSP buying seats.
• Launch campaigns aligned to your account strategy.

By connecting account intelligence inside Real-Time CDP to scalable activation across the advertising ecosystem, ABM becomes a natural extension of your CDP strategy — driving more efficient media operations and stronger top-of-funnel impact.

To learn more or begin setup, contact your Adobe Account Representative.

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