Hasta La Creative!

Demandbase, a tech company that allows b-to-b marketers to tailor ads and web pages to prospects based on their corporate IP addresses, has raised another $15 million dollars, the company is expected to announce today.

The funding, led by Greenspring Associates, comes at a time of growing enthusiasm among b-to-b marketers for solutions which allow them to reach prospects outside their email inboxes — especially via digital advertising. Marketing automation software company Marketo, for instance, told Ad Age earlier this month that it plans to integrate with a programmatic buying platform within the year. Oracle may have set up a similar move with its acquisition of data management platform BlueKai earlier this month.

“I’m seeing the convergence of ad-tech and marketing tech,” said Demandbase CEO Chris Golec in an interview with Ad Age. “The reason we got into the ad side side is we wanted to solve one of the fundamentally biggest problems b-to-b marketers have, and that’s getting the right companies to their site.”

Continue reading at AdAge.com