openPR Logo
Press release

Programmatic Adtech for B2B Marketers

04-16-2018 05:13 PM CET | Business, Economy, Finances, Banking & Insurance

Press release from: MarTechAdvisor

Programmatic advertising is not something B2B marketers took to at once. In fact, the original avatar wasn’t even conducive to B2B buyers, who valued relevant exposure and high engagement versus maximum exposure and clicks.

But now, programmatic adtech is evolving and its becoming increasingly relevant for B2B marketers and advertisers too. We explore some important aspects of the changing B2B-programmatic equation.

Programmatic is the best way to reach the maximum number of people at the best possible cost – but that also means low quality of reach and poor engagement. B2B advertisers didn’t think it made sense to them. Justifiably so.

Kevin Cunningham, CEO, President and Co-founder of predictive acquisitions firm MRP says that “programmatic hasn’t always provided B2B with the depth and direct conversions they need to drive ROI”. B2B Marketing needs time, higher levels of engagement, more technical marketing material and of course, a campaign that simultaneously connects with multiple decision makers.

But things change. The recent B2B Advertising & Marketing Report 2018 by Adage and Dunn & Bradstreet showed that programmatic for B2B is on the rise, with 63% of B2B marketers (on a sample of 164 B2B advertisers) indicating they currently buy or sell advertising programmatically and 64% of B2B firms that buy advertising programmatically plan to spend more in 2018 than they have in 2017.

So, what’s changed for B2B programmatic advertising? Here are a few reasons why B2B advertisers are increasingly investing in Programmatic Adtech

Advancements in data management, predictive analytics and machine learning are changing the game for B2B marketers wanting to scale their display efforts without compromising on the inherent need for quality targeting and engagement.

More B2B buyers are seeking a B2C buying experience and display is an important piece of the media mix when trying to deliver that ‘holistic’ brand experience during the buying journey

Programmatic is evolving to become more data-driven. Lack of data has been a pet peeve of B2B marketers but with DMPs and DSPs, that is changing. Data-driven programmatic essentially means better ability to segment and target than was possible earlier. The entire data-solutions ecosystems have evolved rapidly in the last few years, with DMPs and third-party data vendors providing increasingly sophisticated targeting and segmenting options by fully leveraging the marketers' first-party data for programmatic. For example, AppNexus’ data marketplace helps data companies bucket sell their data, which ultimately helps marketers identify and prioritize targeting accounts and align resources based on tiers.

Programmatic is evolving to offer a wider mix of media options: from display to native, video and mobile advertising - programmatic today enable the buying and selling of all these formats. In fact, as per the B2B Advertising & Marketing Report 2018, nearly half of the respondents were using programmatic to purchase native advertising, video and sponsored content (as against display). These are more appropriate channels for the content-focused marketing style that B2B marketing needs.

Publishers are responding with increased transparency, wider offerings (native, video and mobile for example, instead of just display) and better ability to track ROI

Advancements in attribution and predictive analytics have led to better account as well as individual level reporting capabilities as well as targeting based on intent. It has helped build a stronger business case for B2B marketers.


About Us:
MarTech Advisor is the world's leading source for marketing technology news, research, product comparisons & expert views.

156 2nd St,
San Francisco CA 94105

This release was published on openPR.

Permanent link to this press release:

Please set a link in the press area of your homepage to this press release on openPR. openPR disclaims liability for any content contained in this release.

You can edit or delete your press release Programmatic Adtech for B2B Marketers here

News-ID: 1017525 • Views:

More Releases from MarTechAdvisor

A Quick Guide to Social Media Marketing Tools for SMBs
A Quick Guide to Social Media Marketing Tools for SMBs
MarTechadvisor has published a new Buyers Guide on Social Media Marketing Tools titled “A Quick Guide to Social Media Marketing Tools for SMBs”. The guide will help to choose best-fit SMM tool. Download a Free Copy of the Guide at An updated GreenZone, few additional features evaluated and here comes the refreshed Buyer's Guide no SMB can afford to miss! In this third-year edition of MarTech Advisor's Buyer’s Guide to Social Media
5 Secrets of High Performing Key Account Managers: It’s All About People!
5 Secrets of High Performing Key Account Managers: It’s All About People!
MarTechAdvisor has recently published a new Buyers Guide “5 SECRETS OF HIGH PERFORMING KEY ACCOUNT MANAGERS: ITS ALL ABOUT PEOPLE!”, the guide is available for free download at The nature of matrix enterprises - large global behemoths with multiple people across multiple geographies, functions and lines of business (LOBs) - is that several people are involved in a single high-value purchase decision. The best Key Account Managers know that KAM is
MarTech On A Mission: Aidbox - an Email Signature Tool that Helps you Support a Cause
MarTech On A Mission: Aidbox - an Email Signature Tool that Helps you Support a …
Aidbox is a free and easy tool that allows everyone with an email address to support causes they care about. It turns an email signature into a tool for raising awareness and funds for charity. Paste it into your signature once, and your email will start supporting a cause that you care about. The idea behind Aidbox, as written by Daniel Lundh, CEO: “I have always been driven to find business solutions
Top Marketing Automation Tools every Entry-level Marketer Should Know About
Top Marketing Automation Tools every Entry-level Marketer Should Know About
Marketing Automation Tools allow you to effectively streamline marketing processes, automate repetitive and tedious tasks as well as manage complexity. Kevin Joyce, CMO & VP Strategy Services for The Pedowitz Group - Choosing the right marketing automation solution 3 Things to Consider when Investing in Marketing Automation - by Kevin Joyce, CMO & VP Strategy Services at The Pedowitz Group · Determine what are the

All 5 Releases

More Releases for B2B

Best B2B Service Providers in United States | United States B2B Market Research …
The market research is a proficient process of gathering information linked to the industry, market trends, customer behaviour, demographics and numerous other relevant information of the marketer’s product and services. Market research is an essential for the important of any business: new and existing. Through the market research you get a thorough understanding of your competition and industry. That’s the reason Ken Research convey you with an extreme market research
Best B2B Service Providers in United States | United States B2B Market Research …
The world’s toughest economy is led by the policies which enable the freedom to the private segments to underwrite to economic decisions made by the government and set directions for the optimum utilization of the resources. A strength of the country lies in its rich mineral resources and fertile farm soil and coastlines on both the Atlantic and Pacific Oceans makes it robust in the trade. The US has been
Best B2B Service Providers in Thailand, Thailand B2B Market Research Reports - K …
Thailand has made the remarkable progress in the social and economic improvement, shifting from a low-income to an upper middle-income region in less than a generation. As such, Thailand has been a broadly cited improvement accomplish story, with sustained robust growth and impressive poverty deduction. In addition, Thailand is renowned for its universal health care program (UHC) and accomplishment in the child nutrition, but quality of education remains a feeble
Online B2B Marketplace in India- Global Trade Plaza (A unique B2B Startup in Ind …
Established with the aim of becoming the one-stop solution for every B2B problem, Global Trade Plaza is now one of the largest online B2B portals in India. With a wide online B2B marketplace in India and suppliers and buyers from all around the world, Global Trade Plaza has successfully earned the trust and support of giants of the B2B industry and has, in fact, become one. The Change as a
B2B Data Exchange Market Is Booming Worldwide | Informatica, EIX Systems, Adepti …
HTF MI recently introduced Global B2B Data Exchange Market study with in-depth overview, describing about the Product / Industry Scope and elaborates market outlook and status to 2023. The market Study is segmented by key regions which is accelerating the marketization. At present, the market is developing its presence and some of the key players from the complete study are Informatica, EIX Systems, Adeptia, Inc., B2B Commerce (M) Sdn. Bhd.
Data Scrubbingservice - B2B Leo
With the advancement of technology, superior and premium Data Cleansing Software has starting making through in business marketing to ensure refined Data Scrubbing Services. Data Cleansing is required to enrich the quality of database at regular intervals, this is because only if you have quality database, you can gain maximum ROI from all your marketing ventures. We at B2B Leo take advantage of Data Matching Software to measure, repair, cleanse and