The report was based on data from a survey conducted in September and October 2017 among 164 B2B marketers.
Some 63% of respondents say their firm is currently buying or selling advertising programmatically.
Some 64% of B2B firms that buy advertising programmatically plan to spend more in 2018 than they have in 2017.
Some 88% of B2B firms that buy advertising programmatically are purchasing online display ads that way; 62% are buying mobile ads programmatically.
B2B marketers say the biggest challenges with programmatic advertising are targeting the right audiences (31% cite it as a major issue), measurement/metrics (31%), and a lack of knowledge about the approach (26%).
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji