Elcano and ZoomInfo Partner to Bring B2B Data Activation Upstream
Elcano is excited to partner with ZoomInfo to help bring their curation offering to market through AI-driven supply-side data activation.
The partnership brings ZoomInfo’s B2B intelligence into the programmatic supply chain in a more direct and actionable way. By combining ZoomInfo’s data assets with Elcano’s AI-driven supply-side curation capabilities, advertisers can activate high-value audience signals earlier in the decisioning process, before impressions ever reach the DSP.
This shift reflects what we’re hearing across the market: advertisers want more control and transparency in how audiences are built, activated, and ultimately where they show up.
ZoomInfo is one of the leading go-to-market intelligence platforms, with more than 500 million verified professional profiles, 100 million company records, and real-time intent signals across 4,500 topics. The company processes more than 1.5 billion data points each day and serves over 35,000 customers. Through this partnership, those data assets can now be applied within supply-side environments, giving B2B advertisers a more effective way to reach the right audiences with greater precision, scale, and accountability, while maintaining visibility into the data and context behind those audiences.
At the center of the partnership is Elcano’s AI-powered curation engine, Victoria, which is designed to support the full lifecycle of supply-side activation. Beyond optimization, it helps power automated deal generation, deal management, inventory quality analysis, reporting, troubleshooting, and ongoing insight generation, giving partners a more complete operating layer for curated media. This broader framework ensures ZoomInfo’s data can be activated upstream in a way that is not only performance-oriented, but also operationally scalable and transparent.
This approach also addresses one of the core limitations of demand-side-only campaign activation. Because DSPs operate under QPS constraints, buyers often never see a meaningful share of available bid requests. By making smarter decisions upstream and pairing data activation with stronger curation workflows, advertisers can improve efficiency, increase win rates, and build campaigns on a stronger foundation from the start, while reducing the loss that traditionally occurs between data creation and activation.
“B2B advertisers have historically struggled to activate precise audience data without sacrificing scale or driving up costs. By combining ZoomInfo’s extensive professional profiles and intent signals with our AI curation engine, Victoria, we are helping advertisers do more than optimize media. We support the full workflow around how curated deals are created, managed, analyzed, and improved over time, ensuring buyers can act on the most relevant opportunities with greater efficiency and control.”
“By combining our comprehensive B2B intelligence with Elcano’s curation capabilities, and pairing that with ZoomInfo GTM Studio, we’re bringing a more complete and accountable approach to programmatic activation.
For years, data providers have operated in a model where audiences were pushed into DSPs with limited visibility into how they performed. Now, advertisers can actually see and understand their audiences, enrich them with real context, and align that data directly to curated inventory. This partnership gives marketers the control and transparency they’ve been asking for, while enabling them to reach the right buying groups, at the right companies, at the right time, ultimately driving stronger outcomes across the funnel.”
As more advertisers look to curation and supply-side decisioning to improve media performance, this partnership reflects a broader shift in how valuable data is activated across programmatic. For B2B marketers in particular, success is no longer about scale alone. It’s about precision, timing, and context.
Together, Elcano and ZoomInfo are making it easier to translate rich data into more efficient targeting, stronger operational control, clearer performance visibility, and better business outcomes.
