Expert Insights on B2B Programmatic Opportunities
Programmatic advertising has been one of the hottest topics in digital marketing over the past few years. Initially embraced by B2C brands, the adoption of programmatic by B2B marketers is quickly growing. Nearly two-thirds of marketers are currently buying or selling digital advertising programmatically, with close to 70 percent planning to increase their programmatic spending.
So why are we seeing this massive shift to programmatic? Programmatic intends to make media buying simpler, more cost-effective, and most importantly, highly targeted. But it doesn’t come without some challenges.
Biggest Challenges B2B Companies Face in Programmatic Advertising
B2B marketers reported that the following challenges affect their ability to execute on programmatic advertising strategies:
As you begin thinking about your own programmatic advertising campaign, be sure to follow these six steps to ensure success.
Video: Experts Discuss the State of B2B Programmatic Advertising
Mike Zaneis, CEO of the Trustworthy Accountability Group and Anudit Vikram, SVP of Audience Solutions, Dun & Bradstreet sat down with industry analyst, Michael Krigsman, to discuss the importance of data and trust to ensure programmatic is not problematic.