PALM SPRINGS, Calif — In an online advertising world increasingly excited about the application of customer data sets and segments, the conversation usually is confined to consumer data.

But what if you are a marketer that sells not to consumers but to businesses? Anudit Vikram has got you covered.

He is SVP at Dun & Bradstreet, the 176-year-old business data provider that has collected information on 290 million businesses around the world. And he wants to make it available in the advertising ecosystem.

“We have … identified and translated … the offline business records that we have into online identifiers,” he tells Beet.TV. “Whether it is a cookie, or device ID, or an IP address, and then figure out ways in which we could put that online data set to use for digital advertising use cases.

“If you are a B2B marketer, let’s say a company in the high tech space, and you’re selling servers, and you want to be able to reach all companies that have more than 5,000 employees, and have over $10 billion in revenue, you can come to us, and you can use the segments that we have created”

Vikram says there is $2.8bn worth of B2B data being bought and sold in the $10bn programmatic media environment.

His company’s Visitor Intelligence product lets companies customise web messages to visitors by analysing the company they are coming from as well as the user’s persona.

“Today, we can reach about two-thirds for all U.S. businesses, about 16 million or so of them,” he adds. “And about three-quarters of all U.S. professionals in the online space. You have a pre-defined set of segments that you can make available in the marketplace so for people to be able to buy.”

This video is part of a series covering the IAB Annual Meeting. The series is sponsored by AppNexus. Please visit this page for more coverage.