Publishers use Demandbase tracking platform

Business-to-business CRM software maker Demandbase this week released an analytics tool, Demandbase Professional, which tracks ad traffic by matching visitors' IP addresses to a database containing professional information.

The platform is being largely employed by publishers. Clients using it, according to Demandbase, are publishers Ziff Davis Media and Penton Media.

The platform allows b-to-b companies to examine Web traffic according to their target audiences and better understand which online traffic sources, whether Google, an ad or other sources, are driving the highest-quality traffic, said Chris Golec, CEO of Demandbase.