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Report Shows Programmatic Ad Use Among B2B Marketers

Dun and Bradstreet published a study, “Tipping Point for B2B Programmatic Advertising” which found that B2B marketers have increased their used of buying and selling programmatic ads, compared to last  year. Currently, 65% report using programmatic ads, versus 54% last year.  In addition, when asked if they intended to increase or decrease the amount they spend on programmatic ads, almost 70% stated they were looking to increase it, with 22% of them reporting they plan on increasing the amount they spend on programmatic ads by at least 25%

The authors of the Dun and Bradstreet report wrote, “As programmatic buying becomes more common, B2B organizations will need to increase their in-house capabilities, bringing in marketers with more experience in buying and managing data-driven campaigns.”

One issue that programmatic advertising will need to overcome is the simple understanding of what it is. The report indicates that that nearly 60% of the responders to the survey stated that they don’t have a “really clear idea” of what programmatic ad buying is. Also, 35 percent of the respondents said they do not understand how to effectively use programmatic ads in order to connect with new clients.

Pesach Lattin
Pesach Lattinhttp://www.adotat.com
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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