AdLib Media Group, provider of the leading DSP-agnostic media buying platform for in-house programmatic teams and independent agencies, and Octane11, the B2B data platform company bringing simplicity to enterprise analytics, today announced a strategic integration aimed at transforming the way B2B marketers run and measure programmatic advertising campaigns. This partnership empowers marketers and agencies to execute highly targeted account-based marketing (ABM) strategies across any DSP while seamlessly connecting media performance to downstream sales outcomes.
The integration enables clients to activate B2B audiences using AdLib’s DSP-agnostic infrastructure and measure results in Octane11’s purpose-built B2B analytics platform. Early tests have demonstrated that 94% of impressions served through AdLib could be accurately matched to target accounts – well above industry benchmarks.
“This partnership is about giving marketers choice without sacrificing visibility,” said Dan Rosenberg, CEO of Octane11. “Traditional ABM platforms force you into a closed-loop system. Our collaboration with AdLib unlocks a composable approach, letting marketers build their own stack while still gaining deep insights across paid, owned, and earned channels.”
Unlike legacy ABM providers that operate in closed ecosystems, the AdLib-Octane11 solution supports a “composable” model: an open and modular tech stack where marketers can select their preferred DSPs, media buying tools, and CRMs, and still connect the dots on performance and ROI.
“AdLib exists to simplify and scale programmatic buying across multiple DSPs. This partnership lets our customers tap into powerful B2B analytics with zero trade-offs,” said Mike Hauptman, CEO of AdLib. “We’re especially excited about the benefits for agencies who manage large volumes of campaigns and want to spend less time uploading creative and more time driving strategy.”
The combined offering appeals to both marketers building agile in-house stacks and agencies running programmatic campaigns across multiple DSPs. With Octane11’s advanced reporting – soon to include a new feature that shows incremental reach by channel – clients can identify which platforms contribute unique value across the customer journey.
Key Benefits of the Integration:
- DSP Choice: Execute B2B campaigns across any DSP within AdLib’s platform, including The Trade Desk, Beeswax, DV360, and more.
- High-Fidelity Attribution: Match media impressions to target accounts with precision, enabling clear ROI measurement.
- Composable ABM Stack: Avoid vendor lock-in with a flexible, modular setup tailored to each marketer’s needs.
- Agency Advantage: Streamline operations by pushing campaigns to multiple DSPs with one workflow, then measure performance across all channels in a single dashboard.
For more such updates, follow us on Google News Martech News