Bombora audiences reach Reddit's 116 million daily users for B2B targeting

Bombora and Reddit announced a strategic partnership on December 3, 2025, making the B2B data provider's company-level audience targeting capabilities available on the social platform. The collaboration enables marketers to activate consent-driven digital audiences to reach business decision-makers across Reddit's 100,000+ communities.

The partnership arrives during a period of significant expansion for Reddit's advertising infrastructure. Throughout 2025, the platform has systematically built capabilities designed to attract enterprise advertisers and B2B brands. Interactive Ads launched in November, providing custom engagement experiences within the feed. Optimization scoring and AI-powered recommendations became available in July, automating campaign performance analysis. Arbitration requirements and class action waivers took effect in August, establishing enterprise-grade legal frameworks for advertiser relationships.

Reddit reaches 61% of business decision-makers according to Comscore data from June 2025, establishing the platform as increasingly relevant for B2B marketing strategies. The platform's 116 million daily active unique visitors engage across communities ranging from r/techsupport to r/cybersecurity, contributing to 23 billion posts and comments. "Reddit is where decisions are made," according to Kevin Mallon, Third Party Partnerships Manager at Reddit. "This partnership with Bombora helps B2B brands show up with relevance and achieve real impact with their campaigns, enabling them to connect the right audience to the rich conversations taking place on our platform."

Bombora provides multiple audience targeting options through the integration. Advertisers can access hundreds of prebuilt firmographic and behavioral segments designed for B2B marketing objectives. The company offers 6,300 B2B attributes that can be combined to create custom audiences tailored to specific targeting requirements. Over 19,000 Company Surge Intent-based audiences enable advertisers to reach businesses demonstrating active research behavior on specific topics. Strategic account-based marketing lists allow advertisers to upload proprietary target account lists for activation on Reddit.

The announcement extends Bombora's reach beyond established programmatic advertising platforms. The company launched Curated Ecosystem Audiences in October, partnering with Crunchbase, G2, Definitive Healthcare, and HG Insights to transform proprietary B2B data signals into addressable audience segments. Those audiences became immediately available on The Trade Desk, Yahoo DSP, Reddit, and more than 100 additional destinations through LiveRamp's data collaboration network.

Curated Ecosystem Audiences represent a technical shift in how specialized business intelligence gets activated for advertising campaigns. Companies possessing proprietary data about business activities, funding events, technology adoption, or software purchasing behavior can now monetize those data assets through advertising activation without building internal advertising technology infrastructure. Bombora handles technical integration, audience creation, platform distribution, and activation support through established partnerships.

The partnership provides Reddit advertisers with access to this expanded ecosystem immediately. Curated Ecosystem Audiences include companies segmented by equity funding levels, unicorn startups, businesses identified by recent funding rounds, and organizations categorized by technology infrastructure decisions. G2 powers audience segments reflecting active software buyers' purchase stage signals from across the software marketplace. Definitive Healthcare contributes audiences focused on healthcare organizations, specialty pharmacies, and medical facility types. HG Insights provides technology adoption data enabling vendors to identify companies running competitive products or planning infrastructure upgrades.

"Bombora's high fidelity data and audiences help B2B advertisers harness the full potential of Reddit's incredible conversation-based platform," according to Mike Burton, Co-Founder and EVP of Strategic Partnerships at Bombora. "Now advertisers will have confidence that they are reaching the key accounts and buying group members that align with their advertising strategies on the Reddit platform. This combination of precision, scale and relevance makes the potential of our partnership almost limitless."

The technical foundation supporting these capabilities relies on Bombora's Data Co-op, which connects publishers, brand websites, and premium data providers to create what the company characterizes as a holistic view of company research behavior. Advanced AI models analyze this aggregated data to identify patterns indicating purchase intent, enabling brands, agencies, and publishers to understand prospect and customer behavior.

Reddit's advertising platform has experienced substantial revenue growth throughout 2025. The platform reported $358.6 million in advertising revenue during Q1 2025, representing 61% year-over-year growth. This expansion has been accompanied by systematic product development designed to capture both direct response and brand awareness budgets from enterprise advertisers.

The timing of Bombora's Reddit integration coincides with broader B2B advertising landscape developments. Intuit announced SMB MediaLabs audiences became available on The Trade Desk in November, providing advertisers with access to aggregated, de-identified insights from QuickBooks, TurboTax, Credit Karma, and Mailchimp users. Small businesses constitute 99% of companies in the United States according to the U.S. Small Business Administration, making verified SMB audience data valuable for B2B marketers despite historically fragmented third-party data limiting accurate targeting.

G2 and Reddit announced a partnership in October enabling software companies to activate personalized Reddit Pro accounts using existing G2 profile data. The integration pre-populates Reddit Pro accounts with verified company information, providing immediate access to business profiles, keyword tracking tools, and performance analytics. That development addressed challenges B2B software marketers face maintaining consistent brand presence across expanding numbers of platforms.

Reddit's approach to B2B advertising differs from traditional business-to-business media channels through its community-driven structure. Users engage in specialized communities organized around specific technical topics, professional interests, or industry verticals. This creates opportunities for contextual advertising that reaches professionals during active research and evaluation processes rather than through demographic targeting alone.

The platform's average session duration of 24 minutes per day according to company data provides advertisers with extended exposure opportunities. Users participating in technical discussions, troubleshooting problems, or researching solutions represent audiences demonstrating active intent signals. Bombora's Company Surge Intent data measures this research behavior across its publisher network, identifying which companies are actively investigating specific topics based on content consumption patterns.

Intent data providers like Bombora have faced scrutiny regarding data accuracy and privacy compliance throughout 2025. The advertising industry experienced a significant disruption when data validation provider Truthset revealed IP address matching produces accuracy rates of 16% for email matches and 13% for postal matches in research published November 5. The findings, based on analysis of records from six major data vendors including 1 billion email addresses and nearly 250 million IP addresses, challenged assumptions about deterministic data quality in programmatic advertising.

Bombora emphasizes consent-driven data collection methodologies designed to address privacy concerns. The company's Data Co-op structure operates with publisher participation agreements establishing data sharing and usage parameters. This cooperative model differs from third-party data providers that purchase data from external sources or infer attributes through probabilistic modeling.

The partnership's implementation requires no additional technical integration for Reddit advertisers beyond existing platform access. Bombora audiences appear within Reddit Ads Manager as selectable targeting options alongside the platform's standard demographic, interest, and community targeting capabilities. Advertisers can layer Bombora audiences with Reddit's native targeting parameters to refine reach and control campaign delivery.

Pricing structures for Bombora audience access through Reddit were not disclosed in the announcement. The system appears designed to operate through Reddit's standard auction-based advertising economics rather than requiring separate data licensing fees. Advertisers access audiences through their Reddit advertising accounts according to the platform's existing cost-per-click or cost-per-impression bidding models.

Reddit's expanding B2B capabilities arrive during a period when the platform has aggressively pursued advertising revenue growth following its March 2024 initial public offering. The company trades publicly under ticker symbol RDDT on the New York Stock Exchange. Advertising revenue represented the primary revenue stream for the company throughout 2025, with platform improvements focused on capabilities designed to attract larger advertisers with substantial budgets.

The B2B advertising market has experienced significant development throughout 2025 driven by data partnerships, platform integrations, and audience targeting capabilities. LinkedIn maintains dominant position as the established B2B advertising platform with over 900 million professional members. However, Reddit's community structure and technical audience composition provide alternative reach for B2B marketers seeking to connect with professionals during active research phases rather than through professional networking contexts.

Bombora maintains headquarters in New York and operates as what it characterizes as "the true B2B data pioneer." The company created the B2B Intent Data category more than 10 years ago according to company statements. Industry analysts have recognized Bombora as a leader in intent data provider evaluations. The company received designation as a Leader in The Forrester Wave: Intent Data Providers for B2B, Q1 2025 report in September. Additional recognition came through the IDC MarketScape: Worldwide Sales Intelligence Applications 2025 Vendor Assessment in August.

Reddit operates more than 100,000 active communities with users submitting, voting, and commenting on topics spanning technology, business, entertainment, hobbies, and specialized professional interests. The platform characterizes itself as "a community of communities" built on shared interests, passion, and trust. Reddit positions itself as home to authentic conversations on the internet, differentiating from platforms emphasizing professional networking or personal social connections.

The partnership between Bombora and Reddit represents convergence between intent data methodologies developed for account-based marketing and social platform advertising inventory designed for awareness and engagement objectives. Traditional B2B marketing relied on direct outreach, content marketing, and trade publication advertising to reach business decision-makers. Digital transformation has shifted substantial portions of research, evaluation, and peer consultation to online platforms including Reddit's technical and professional communities.

Account-based marketing strategies prioritize reaching specific target accounts identified through sales and marketing alignment processes. ABM campaigns typically focus on named account lists representing the highest-value prospects for specific products or services. Bombora's capability to activate proprietary ABM lists on Reddit enables marketers to supplement direct outreach and email marketing with social platform advertising reaching target accounts during organic platform usage.

The technical implementation supporting Bombora's audience activation relies on privacy-preserving data matching methodologies. The company maintains a database of IP address ranges associated with specific businesses, enabling identification of web traffic originating from target companies. This company-level identification differs from person-level targeting by focusing on organizational entities rather than individual users. When Reddit users access the platform from business IP addresses, Bombora's targeting can identify them as members of specific target accounts or companies demonstrating intent signals.

Privacy regulations governing B2B data usage differ from consumer privacy frameworks in certain jurisdictions. Business contact information and organizational data often fall outside consumer privacy protections when used for business-to-business marketing purposes. However, changing regulatory environments including comprehensive state privacy laws in the United States have created complexity around data usage even in B2B contexts.

California, Virginia, Colorado, Connecticut, and Utah implemented comprehensive consumer privacy laws between 2020 and 2023. Additional states including Iowa, Delaware, New Jersey, Nebraska, and New Hampshire enacted privacy legislation taking effect throughout 2025. These regulatory frameworks generally provide consumers with rights to know what personal information companies collect, delete personal information held by businesses, and opt out of personal information sales or sharing.

The advertising technology industry has adapted to these regulatory requirements through consent management platforms, restricted data processing settings, and technical controls limiting data collection and usage based on user preferences and regulatory requirements. Bombora's consent-driven data collection methodology positions the company to operate within these regulatory frameworks by emphasizing publisher partnerships and cooperative data sharing rather than third-party data acquisition.

The integration with Reddit extends Bombora's platform distribution strategy established through existing partnerships with major demand-side platforms and social advertising platforms. The company maintains integrations with The Trade Desk, Google Display & Video 360, Yahoo DSP, Amazon DSP, and other programmatic advertising platforms. These partnerships enable advertisers to activate Bombora audiences across display, video, connected television, audio, and now social advertising inventory.

Reddit's addition to this distribution network provides Bombora with access to social platform inventory representing different user contexts than programmatic display advertising. Users engaging with Reddit communities demonstrate active interest in specific topics through voluntary participation in discussions, content creation, and community moderation. This engagement pattern differs from passive content consumption on publisher websites where intent data traditionally gets collected through content reading behavior.

The partnership's success will depend on advertiser adoption rates, campaign performance metrics, and return on investment compared to alternative B2B advertising channels. Early testing and measurement will establish benchmarks for conversion rates, cost per acquisition, and campaign efficiency metrics that B2B marketers use to evaluate channel performance.

Reddit has invested substantially in measurement capabilities throughout 2025 to support performance-oriented advertisers. The platform launched optimization scoring and recommendations in July, providing AI-powered campaign analysis and improvement suggestions. These tools automatically evaluate account setups and active campaigns, delivering actionable insights designed to improve performance outcomes. The optimization score uses a 100-point scale measuring how well ad accounts align with Reddit's established best practices.

For B2B marketers, measurement challenges extend beyond immediate conversion tracking to encompass longer sales cycles, multiple touchpoints, and attribution across channels. Business-to-business purchases often involve extended evaluation periods, multiple decision-makers, and complex approval processes. Advertising's role in these sales cycles frequently focuses on awareness generation, consideration development, and sales enablement rather than direct response conversion.

Bombora provides campaign measurement solutions designed to address these B2B-specific attribution challenges. The company's measurement capabilities aim to connect advertising exposure to downstream sales outcomes through integration with customer relationship management systems and marketing automation platforms. These integrations enable marketers to measure whether accounts exposed to advertising demonstrate increased engagement, sales opportunity creation, or deal velocity compared to non-exposed accounts.

The announcement positions Reddit as an increasingly viable platform for B2B advertising budgets historically concentrated in LinkedIn, Google Search, and trade publication advertising. Platform diversification provides B2B marketers with additional reach opportunities and reduces dependence on single channels for audience access. However, each platform requires distinct content strategies, creative approaches, and campaign management methodologies suited to platform-specific user behaviors and engagement patterns.

Reddit's community-first culture demands authentic participation rather than promotional messaging. Marketing strategist Brent Csutoras addressed these challenges during a September Ask Me Anything session in Reddit's r/RedditforBusiness community, providing guidance on balancing promotional activities with genuine community participation. The session emphasized that brands face challenges navigating Reddit's culture while the platform becomes increasingly influential in search results, AI content sourcing, and consumer decision-making processes.

The partnership between Bombora and Reddit demonstrates continued platform investment in B2B advertising capabilities despite the platform's origins as a consumer-focused social community. Business decision-makers increasingly use platforms like Reddit for professional research, peer consultation, and industry news consumption alongside consumer-oriented activities. This behavior creates opportunities for advertisers to reach professional audiences in contexts different from traditional business media.

Timeline

• September 2025: Bombora named a Leader in The Forrester Wave: Intent Data Providers for B2B, Q1 2025 report
• August 2025: Bombora designated in IDC MarketScape: Worldwide Sales Intelligence Applications 2025 Vendor Assessment
• July 1, 2025: Reddit introduces optimization scoring and personalized recommendations for advertisers
• August 7, 2025: Reddit implements arbitration requirements and class action waivers in updated advertising terms
• October 28, 2025: G2 and Reddit announce partnership enabling B2B software brands to activate Reddit Pro accounts
• October 30, 2025: Bombora launches Curated Ecosystem Audiences with Crunchbase, G2, Definitive Healthcare, and HG Insights
• November 10, 2025: Reddit unveils Interactive Ads for custom brand experiences
• November 24, 2025: Intuit announces SMB MediaLabs audiences available on The Trade Desk platform
• December 3, 2025: Bombora and Reddit announce strategic partnership bringing B2B audience targeting to Reddit platform

Summary

Who: Bombora, a B2B data pioneer based in New York, announced the partnership with Reddit. Mike Burton serves as Co-Founder and EVP of Strategic Partnerships at Bombora. Kevin Mallon is Third Party Partnerships Manager at Reddit. The partnership affects B2B advertisers, marketing agencies, and business decision-makers using Reddit's platform.

What: A strategic partnership making Bombora's consent-driven B2B digital audiences available for targeting on Reddit's advertising platform. The integration provides access to hundreds of prebuilt firmographic and behavioral segments, 6,300 B2B attributes for custom audience creation, over 19,000 Company Surge Intent-based audiences, and strategic account-based marketing list activation capabilities. Curated Ecosystem Audiences from partners including Crunchbase, G2, Definitive Healthcare, and HG Insights are available immediately on Reddit.

When: The announcement was made on December 3, 2025, at 9:00 AM Eastern Standard Time. The audiences became available immediately for activation by Reddit advertisers through the platform's advertising interface.

Where: The partnership operates within Reddit's advertising platform, reaching the platform's 100,000+ active communities and 116 million daily active unique visitors. Bombora audiences can be activated through Reddit Ads Manager alongside the platform's standard targeting capabilities. Reddit reaches 61% of business decision-makers according to Comscore data from June 2025.

Why: The partnership addresses B2B marketers' need to reach business decision-makers on platforms where they actively engage in research, evaluation, and peer consultation. Reddit's community-driven structure and extended session duration of 24 minutes per day provide opportunities to connect with professionals during active research phases. The integration enables advertisers to combine Bombora's intent data and firmographic targeting with Reddit's contextual community engagement, supporting account-based marketing strategies and precision targeting at scale.