Dive Brief:

• Demandbase, a tech company that helps B2B businesses target ads and web pages to customers based on corporate IP addresses, has raised $15 million in funding. 
• The company plans to continue building out its B2B ad product and hire dozens of new employees. 
• To date, Demandbase has raised $59 million and has just under 100 employees. 

Dive Insight: 

The expansion of Demandbase is reflective of a larger trend of the convergence of marketing tech and ad tech. The firm is offering companies the ability to show ads directly to the companies or people they want to sell to, rather than shooting ads out at random. A lot of progress has been made on the consumer side for targeting ads, and Demandbase is now taking up the cause in B2B.