Majority of B2B Marketers use Programmatic Advertising

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The practice of Programmatic Advertising has been around a while and has seen great adoption by B2C marketers. A study conducted by AdWeek for Dun & Bradstreet indicates a turning point has been reached for B2B marketers as well. A majority of them, 63% that is, are now saying they currently actively buy and sell advertising through automated programs. Also, 64% say they will be spending more this year (2018) compared to last.

Programmatic Advertising is the marketing practice to buy and sell advertising space automatically with the help of software. Usually, the software selects channels to optimize the reach among a specified target audience. In many cases, it does so at a price arrived at though Real-Time Bidding (RTB).

AdWeek’s study continues to show that Display Ads (88%), Mobile Ads (62%) and Video (59%) are most commonly bought advertising types through Programmatic Advertising.

The fact that B2B trails a bit behind B2C should not come as a surprise. Programmatic activities simply work better on larger volumes. But as the tactic is maturing, and effectiveness can also be achieved on smaller audiences, so does its applicability in B2B. As such, my expectation is that Programmatic Advertising will replace some of the investments made on manual selection of audiences and channels that are priced with traditional CPM and CPC models.


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