The past year has been a defining moment for B2B’s adoption of programmatic ad buying. B2B companies have become more knowledgeable about programmatic as data-driven targeting has moved into the marketing mainstream. At the same time, programmatic tools are now more capable of delivering the kinds of lead-generation and content-focused campaigns that are essential to B2B success. Indeed, almost two-thirds of B2B marketers in the survey said their organizations were currently using programmatic (Fig. 1). That was an increase of more than 10 percentage points over Dun & Bradstreet’s prior survey, in which 54 percent said their companies were buying ads programmatically. Read more
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