Today’s marketers no longer question whether programmatic technology is the right way to purchase digital advertising. Online campaigns using display, mobile, video, content and other digital media — are now bought and sold almost exclusively — using platforms that pair customer data with ad inventory for better targeting at scale.
Business-to-business marketers have traditionally been slower than their consumer peers to fully adopt programmatic advertising and data-driven marketing technologies. But after playing catch-up, they have now fully embraced automated ad buying, coming up with ways to maximize its impact for B2B’s more complex sales cycle.
This report from Dun & Bradstreet is based on an exclusive survey of B2B marketers and agencies conducted by Adweek BrandShare. The findings examine how B2B marketers are adopting programmatic, their use of other data-driven marketing tactics and the challenges they face in bringing greater alignment between marketing and sales.
Visit Digital Marketing Depot to download “2018 B2B Advertising & Marketing Outlook.”
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