G2 launches G2 Audiences to activate Buyer Intent data in paid media

G2 announced G2 Audiences on September 23, 2026 as part of its quarterly product release. Custom Audiences lets Buyer Intent customers build account-level audiences in my.G2 and push them to DSPs through Bombora's activation API. Curated Ecosystem Audiences, available through Bombora, are aimed at agencies and brand marketers and can be activated on more than 100 platforms. The same release added Verified Leads, review collection tools, AI Custom Research for all customers and Agent Evaluations in beta.

The details

• Named DSPs are The Trade Desk, DV360, StackAdapt, Amazon DSP and Yahoo DSP.
• Teams can target companies researching their category, competitors or product profile without manual CSV exports.
• Verified Leads is a self-serve pay-per-lead program connecting vendors with buyers on Software Advice, qualified by budget, authority, need and timing.
• The G2 MCP is now available inside my.G2 in addition to existing Claude and ChatGPT integrations.
• G2 cites its 2026 Buyer Behavior Report finding 82% of B2B buyers used AI chatbots for software recommendations over two years.

Context

In our coverage, G2 launched an Intent Studio beta and added Capterra data to Buyer Intent in June 2026. G2 Audiences moves that data from G2's own platform into paid media through Bombora. G2 says its ecosystem of G2, Capterra, Software Advice and GetApp serves more than 200 million buyers a year. In October, Clay named G2 a winner in its Data Partner Awards. CMO Alex London said "Buyers are researching earlier, shortlisting faster, and expecting more proof."

Not disclosed

• Pricing for Verified Leads
• Agent Evaluations general availability date