Identity-Driven Curated Audiences: Powering Scalable B2B and B2B2C Activation in a Post-Cookie World
January 7, 2026 · By Paula Chiocchi · 1 min read
By Paula Chiocchi · January 7, 2026
B2B and B2B2C marketers are navigating a fundamental shift in how audiences are built, activated, and measured. Third-party cookies are fading, media fragmentation continues to accelerate, and buyers now fluidly move between professional and personal channels throughout the day. Against this backdrop, the ability to reach real people—consistently and responsibly—has become table stakes.
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That's why I'm excited about our strategic partner Fusion92 launching curated audience solutions powered by OMI's B2B and B2B2C identity spine, soon available directly within Viant Technology's platform. This collaboration represents more than a new set of segments—it reflects where audience strategy is heading.
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Identity as the Foundation, Not an Add-On
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For years, B2B targeting relied heavily on proxies: cookies, inferred intent, or narrow professional attributes divorced from real-world behavior. That approach no longer works—especially as decision-making increasingly spans devices, households, and contexts.
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OMI's identity-driven B2B and B2B2C data was built to address this reality. By connecting verified professional identities with consumer and household signals, marketers can reach the same individual across both business and personal environments—without guesswork. This matters because today's buyers don't stop being professionals at 5 p.m., and marketing strategies shouldn't treat them that way either.
Outward Media is a trusted data partner to Fortune 2000 businesses and startups alike. We provide the highest quality, most accurate audience data to fuel B2B email and multichannel marketing campaigns. Contact us today to learn more.