Based on the results of a survey of B2B marketers and their agencies conducted by Adweek BrandShare on behalf of Dun & Bradstreet in September and October 2017, programmatic media buying has become the standard for B2B marketers. 63% of B2B marketers indicated they currently buy or sell advertising programmatically, essentially flat from a year ago. All 164 respondents were involved in B2B marketing and had a job title of manager or above. All respondents were located in the U.S.
Additionaly, the study reports these findings regarding B2B marketers:
B2B Programmatic Spending Will Grow Significantly In 2018
Brand Safety And Viewability Are Top Of Mind
Data-Driven Marketing Remains An Opportunity
B2B Needs Closer Alignment Of Marketing And Sales