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BtoB

Demandbase Professional for Publishers debuts

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San Francisco—Demandbase, a company that helps b-to-b marketers and publishers analyze Web site traffic, Thursday announced a new solution designed to measure the relevancy of Web traffic against an advertiser’s target audience profile.

The company said Demandbase Professional identifies about 95% of previously anonymous traffic visiting publishers’ Web properties. Visitors can be identified by industry, company size and market sector.

“With Demandbase Professional for Publishers, we are enabling our publishing partners to demonstrate the value of quality over quantity. Our goal is to help marketers take their online advertising beyond branding strategies and impressions, and connect with the highest-potential companies that are engaged with their ads or reading their content—this is the audience marketers really care about,” Chris Golec, president-CEO of Demandbase, said in a statement.

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