Key Takeaways
- pharosIQ’s new atlasIQ B2B Audience Activation gives organizations direct access to intelligence-driven audiences built from first-party engagement and buying behavior
- The launch builds on pharosIQ’s recent introduction of atlasIQ Intelligence Data-as-a-Service (DaaS)
pharosIQ is now offering atlasIQ B2B Audience Activation that enables organizations to license and activate audiences built from atlasIQ Intelligence, the company’s data intelligence offering, directly within their existing media buying environments.
Organizations can build custom audiences around specific target accounts, industries, buying groups, solutions, technologies, and market priorities, helping them improve audience quality, reduce wasted spend, and tie media investment more closely to account-based marketing strategy.
The offering pairs these audiences with premium curated inventory that delivers an average of 22% lower CPA than traditional media buying, an open ecosystem, and transparent pricing, so teams can buy against pre-qualified impressions with greater precision.
pharosIQ CEO Rokuskie on Why The Need for Better Data
pharosIQ CEO Jeffrey Rokuskie stated the market doesn’t need more audience data; it needs better audience data.
“B2B Audience Activation makes the same intelligence-driven audiences that power our programs available directly to organizations that want to activate them within their own media environments,” said Rokuskie in a statement. “It’s another step in our strategy to make buyer intelligence accessible wherever go-to-market teams work.”
Incorporating B2B Buyer Intelligence
The launch expands the atlasIQ Intelligence portfolio by making pharosIQ’s proprietary audience data available for direct activation. Organizations can access these audiences independently or as part of broader pharosIQ demand generation services, allowing them to incorporate buyer intelligence directly into existing campaign planning, buying, and optimization workflows, while maintaining flexibility across their existing media environments.
As B2B marketers face increasing pressure to improve campaign efficiency and targeting precision, audience quality has become a critical competitive advantage. Unlike audience products built primarily from inferred intent signals and probabilistic data models, these audiences are informed by deterministic first-party engagement intelligence and observable buying behavior across pharosIQ’s proprietary engagement ecosystem.
“Customers told us they wanted direct access to these audiences without changing how they buy media,” said Taylor Moldo, Director, Programmatic Strategy and Solutions at pharosIQ. “Many organizations have sophisticated internal media teams and established campaign workflows. B2B Audience Activation gives them the flexibility to leverage intelligence-driven audiences inside those existing environments while maintaining complete control over planning, execution, and optimization.”
Data-as-a-Service for the AI Era
The launch builds on pharosIQ’s recent introduction of atlasIQ Intelligence Data-as-a-Service (DaaS), designed to provide mid-market and enterprise organizations with deterministic, contextual first-party engagement intelligence delivered as structured data.
pharosIQ’s DaaS offering delivers structured atlasIQ Intelligence data designed for integration across revenue operations, marketing systems, artificial intelligence (AI) initiatives, sales workflows, and broader go-to-market strategies. The offering includes account intelligence, contact-level engagement visibility, engagement progression intelligence, buying group visibility, and engagement scoring designed to help organizations identify where active demand is forming and how evaluation behavior is evolving in-market.
Built on pharosIQ’s proprietary first-party B2B engagement ecosystem, atlasIQ captures active research and engagement behavior across technology and services-focused content environments, providing contextual visibility into how organizations research solutions, evaluate vendors, and move through the buying process.
“AI is fundamentally changing how organizations discover information and evaluate vendors,” said Anna Eliot, CMO at pharosIQ. “They need a new approach to understanding market behavior, one built on observable first-party engagement intelligence rather than fragmented probabilistic assumptions.”
Click here for more information about atlasIQ Data-as-a-Service and B2B Audience Activation.
