B2B marketers have become as reliant on data as their consumer counterparts, but as they move to more advanced tactics like account-based marketing (ABM), they are becoming stymied by unclear strategies. In so doing, this gap needs to be bridged to ensure data-driven success. The 2019 B2B Marketing Outlook report, launched by Dun & Bradstreet …

Programmatic advertising is supporting B2B marketers in creating better campaigns that reach their target audience more effectively. Programmatic advertising is when companies automate the buying and selling process of ad inventory. The process uses artificial intelligence and real-time bidding for programmatic platforms like mobile, display, video, television and social channel access. These artificial intelligence technologies …

Programmatic advertising offers automated decision-making process of the media buying by targeting specific audiences and demographics. Programmatic ads are placed using artificial intelligence and real-time bidding (RTB) for online display, social media advertising, mobile and video campaigns, and is expanding to traditional TV advertising marketplaces. Programmatic advertising uses impressions as a metric while algorithms look for …

Programmatic advertising, with its ability to target users with known behaviors, is rightly heralded as a dramatic improvement on the old spray and pray of display advertising. But its implementation requires a healthy tech stack and marketing strategy. Last-click attribution is insufficient in showing the true value of programmatic advertising to marketing as a whole. Programmatic marketing …

2016 was a turning point for B2B’s use of programmatic technologies. Today, B2B marketers have a clear understanding of the benefits of automated ad-buying to making it an integral part of their marketing toolkit. They recognized that there was more to programmatic than simply retargeting. It could be used to build demand for B2B products …