PHILADELPHIA, PA — pharosIQ has launched a new audience licensing product that allows business-to-business marketers to activate the company’s proprietary buyer-intelligence data within their existing advertising platforms, expanding its push into data-driven marketing services.
The offering, called atlasIQ B2B Audience Activation, gives customers access to audience segments built from pharosIQ’s data assets and allows those audiences to be deployed directly through existing media buying and account-based marketing programs.
The move reflects growing demand among B2B marketers for more precise audience targeting as advertising budgets face increased scrutiny and companies seek to improve campaign efficiency.
According to the company, organizations can build audiences around target accounts, industries, buying groups, technologies, and other business criteria. The audiences can then be activated within existing media environments rather than requiring customers to adopt a separate advertising platform.
The launch extends pharosIQ’s atlasIQ Intelligence portfolio, which the company has been developing as a source of buyer and engagement data for sales and marketing organizations.
Chief Executive Officer Jeffrey Rokuskie framed the product as an effort to make proprietary audience intelligence available directly to companies managing their own media operations.
“The market doesn’t need more audience data. It needs better audience data,” Rokuskie stated. “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.”
The company argues that its audience segments differ from products built primarily on inferred intent signals by incorporating first-party engagement data and observed buying behavior gathered through its proprietary network.
Taylor Moldo, director of programmatic strategy and solutions, indicated that customer demand for direct access to audience data helped shape the product’s development.
“Many organizations have sophisticated internal media teams and established campaign workflows,” Moldo stated. “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.”
The introduction follows pharosIQ’s recent launch of atlasIQ Intelligence Data-as-a-Service, a product designed to provide customers with structured access to the company’s underlying data assets.
Together, the offerings represent a broader strategy to monetize proprietary buyer intelligence through software, data, and activation tools rather than relying solely on traditional demand-generation services.
As competition intensifies among marketing technology providers, audience quality and first-party data have become increasingly important differentiators, particularly as advertisers seek alternatives to third-party data sources and broader-based targeting models.
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