Last updated Feb 18, 2026 by AI Enrichment
Dun & Bradstreet, the global business data and analytics leader, acquired Lattice Engines in May 2023 to enhance its B2B advertising and marketing capabilities. Lattice Engines was an AI-powered predictive analytics platform that specialized in B2B marketing and sales intelligence, helping companies identify high-value prospects and optimize account-based marketing strategies. The platform used machine learning algorithms to analyze buyer behavior patterns and provide actionable insights for targeting and engagement. This acquisition represented a strategic move by Dun & Bradstreet to deepen its position in the B2B marketing technology stack, combining Lattice Engines' AI-driven predictive capabilities with D&B's extensive commercial data assets. The integration was designed to provide customers with more sophisticated tools for account-based marketing (ABM), lead scoring, and B2B advertising targeting. By incorporating Lattice Engines' technology, D&B aimed to offer enhanced predictive analytics that could help B2B marketers identify in-market buyers, prioritize accounts, and personalize engagement strategies across advertising channels.
This acquisition reflects the growing convergence of data intelligence and AI-powered marketing technology in the B2B advertising space. As account-based marketing becomes increasingly central to B2B strategies, companies like Dun & Bradstreet are positioning themselves as end-to-end solutions providers that combine foundational business data with predictive analytics and activation capabilities. The deal intensifies competition with other B2B data and intent providers such as ZoomInfo, Bombora, and 6sense, all of which are racing to offer more sophisticated AI-driven targeting and personalization tools. The acquisition also highlights how traditional data providers are evolving beyond static firmographic information toward dynamic, intent-based signals that can power real-time advertising and marketing decisions. This trend suggests continued consolidation in the B2B martech and adtech sectors as companies seek to build comprehensive platforms that span data, analytics, and activation.