More B2B marketers are dipping their toes into the programmatic media game as they seek to boost efficiency and improve targeting. A study by Kantar Media and Connectiv found that 79% of U.S. B2B
marketers expected to purchase at least some portion of their 2016 digital display ad budget programmatically. That's a 2% increase over those who responded the same in 2015. Further, the percentage
of respondents planning to spend 45% or more of their budget on programmatic digital display increased from 27% to 33% over the same period.
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