B-to-B programmatic challenges: Accessing the audience is different, but KPIs are the same

Michael J. McDermott

This article explains the challenges that B-to-B marketers face when using programmatic advertising and how new technologies are beginning to overcome them.

B-to-B marketers are lagging behind their B-to-C counterparts when it comes to the adoption of programmatic advertising, or the use of software to purchase digital advertising in real time. But that is about to change — likely, in dramatic fashion. In a survey of more than 220 B-to-B marketing managers in the U.S., conducted by Adweek BrandShare on behalf of Dun & Bradstreet late last year, nearly 70 percent said they plan to increase their spending on programmatic in 2017, while 22 percent indicated they would boost those outlays by a quarter or more.

Nowhere is that trend...

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