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Is B2B Marketing Ready for Programmatic Advertising?
By 2019, programmatic advertising will most probably account for about two-thirds of the world’s digital display advertising (martechcube). There’s no doubt programmatic advertising is one of the fastest growing areas of AdTech, connecting advertisers with publishers to get targeted, relevant content in front of the most appropriate audience demographics, effectively and seamlessly. However, whilst the value of programmatic ads for B2C campaigns is already well known, the B2B market as a whole has been much slower on the uptake. Why is this? Research suggests the progression of programmatic’s journey into the B2B market has been hampered by inhibiting factors such as lack of value chain transparency, concerns over brand safety, and effective B2B audience targeting (Dun & Bradstreet).
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