Business
Future B2B Launches Affinity, an Audience Data Platform That Helps Marketers Find Active Buyers in Real Time
Future B2B Launches Affinity, an Audience Data Platform That Helps Marketers Find Active Buyers in Real
About this update from Future Plc
A new, unified audience data platform spanning Future B2B's ecosystem, helping B2B marketers move beyond static ICPs to identify and engage verified, in-market audiences through real-time engagement signals.NEW YORK CITY, NY / ACCESS Newswire / June 9, 2026 / Future B2B today announced the launch of Affinity, a new audience data platform designed to help marketers identify and engage active B2B buyers based on real-time engagement behavior. Powered by proprietary first-party data from nearly 10 million business leaders across Future B2B's portfolio, Affinity enables advertisers to move beyond traditional demographic and firmographic targeting to uncover professionals actively researching, consuming content, and signaling interest in relevant business topics and solutions.Affinity is part of Future B2B's broader investment in unified audience intelligence and precision targeting. By synthesizing proprietary first-party data, real-time engagement signals, and historical performance insights, the platform identifies high-intent B2B audiences based on what they are actively engaging with, helping advertisers uncover emerging buyers, improve campaign efficiency, and expand reach beyond predefined personas.Core capabilities of Affinity include:Behavioral-first targetingReal-time identification of high-intent audiencesDeep topical affinity mapping across niche B2B subject areasExpanded buyer discovery beyond predefined personasDynamic segmentation that evolves alongside audience behaviorProprietary B2B signal intelligence unavailable in open marketplaces"B2B marketers have optimized around static ICPs for years, but today's buying groups are more dynamic than ever," said Amanda Darman-Allen, SVP at Future B2B. "Affinity shifts the focus from who buyers are on paper to what they're actively engaging with right now, giving marketers access to verified, real-time audience intelligence that drives more precise targeting and stronger performance."Traditional B2B targeting models often rely heavily on job titles, company size, and historical intent indicators. Affinity was developed to solve a growing challenge in modern B2B marketing: identifying active buying signals and uncovering relevant audiences outside rigid ICP definitions. The platform enables marketers to activate campaigns based on verified engagement behavior across Future B2B's owned ecosystem, including...