How Programmatic Is Bringing Back B2B
Many industry analysts expect B2B media marketing budgets to finally reach pre-recession levels by the end of 2015, following a drop-off in 2009 that removed almost one out of every five dollars spent on B2B outlets.
And those revenue streams are migrating to programmatic technology and new native strategies to develop brand awareness.
One of the reasons B2B businesses haven’t fully embraced programmatic is because B2B publications were slow to build the tech stacks more common in the consumer-facing publishing industry, said Business.com CEO Tony Uphoff, whose publication works with Krux for programmatic ad serving, but is building out its own ad tech capabilities.
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