Intuit recently announced that its SMB MediaLabs audiences are now available on the ad platform, The Trade Desk, in a move that Intuit says will provide advertisers with access to its small and mid-market business audience segments. Advertisers will be able to activate insights from SMB MediaLabs to reach small to medium businesses (SMBs) with highly relevant advertising.

Intuit refers to small businesses as 99 percent of the companies in the U.S. with a high-value market segment and significant spending power.  This audience has historically been difficult for advertisers to reach accurately, with campaigns often relying on fragmented or outdated third-party data, resulting in both wasted spending and irrelevant experiences for SMBs. The idea with this integration launch is that such a dynamic is upended as it utilizes aggregated, de-identified insights from the Intuit platform so advertisers can more efficiently connect with verified SMB decision makers. This can potentially help brands improve campaign performance while providing SMBs with better and more relevant ad experiences.

“This partnership marks a fundamental shift in how B2B marketers will be able to engage small and mid-market businesses. For too long, the industry has struggled with accuracy and relevance in targeting the SMB audience—a critical gap we are now closing,” commented Christopher Moneta, Director, SMB MediaLabs, Intuit. “By fusing Intuit’s unique, deterministic SMB insights with the powerful execution capabilities of The Trade Desk, we are setting a new standard. Brands can now confidently deliver highly relevant advertising that reaches the right decision-makers across every channel, while SMBs can more easily discover the products and solutions they need to succeed.”

The Trade Desk is not the first demand-side platform to directly partner with the Intuit SMB MediaLabs network, but it is the first to have its first-party SMB data be discoverable for advertisers, which Intuit says will provide them with efficient campaign management capabilities and improved cross-channel measurement.

“As the first media-buying platform to bring Intuit’s SMB MediaLabs audiences to market discoverability, we’re giving advertisers direct access to one of the most trusted sources of small business intelligence,” noted Matthew Fantazier, VP, Data Partnerships, The Trade Desk. “This partnership enables us to help brands connect their messages to real decision-makers, with more precision, transparency, and scale.”

Intuit notes that advertisers will continue to abide by its advertising guidelines, allowing campaigns to deliver value to its SMB customers, while adhering to what it calls responsible, privacy-conscious standards.

The integration expands the reach of Intuit’s SMB MediaLabs across connected TV, audio, display, and digital out-of-home channels. It is available through SMB MediaLabs self-service offerings as an endpoint on the LiveRamp Data Marketplace.

Intuit’s collaboration with The Trade Desk should benefit the small and medium-sized businesses that are targeted by its ads by showing them products and services they can actually use to improve their businesses. This means less time spent consuming irrelevant ads and the potential to get an edge over competitors.