Research: B2B Marketers Embracing Programmatic Media In 2018

Published: January 3, 2018

1programmaticNew research from Adweek BrandShare and Dun & Bradstreet has revealed that 63% of B2B marketers indicated they currently buy or sell advertising programmatically.

The report titled: The 2018 B2B Advertising & Marketing Outlook aims to provide readers info on how B2B marketers are adopting programmatic advertising, their use of other data-driven marketing tactics, and the challenges they face in bringing greater alignment between marketing and sales.

According to the most recent forecastsby eMarketer, U.S. programmatic spending is predicted to grow by more than 20% to $39 billion in 2018. The forecast also predicts that by 2019 83.6% of US digital display ad dollars will transact programmatically.

The report indicates ad buys for television, radio, out-of-home and even direct mail are now being done using data-driven programmatic platforms. The most common B2B programmatic buy are online display ads, with 88% of companies turning to programmatic to purchase common banners. Following online display ads, the most common buys for companies are mobile (62%) and digital video (59%).

Get the latest B2B Marketing News & Trends delivered directly to your inbox!

The study also shows that budgets for programmatic will be increased. Looking ahead to 2018, 64% of respondents expect to spend more on programmatic advertising, 18% of whom plan to increase that spending by more than 25%, with only 6% indicating that they expect to reduce their programmatic budgets.

Additionally, the research revealed there are challenges to programmatic advertising. Thirty-one percent of respondents noted that the biggest challenges around programmatic advertising are targeting the right audiences and measurement. 

Other findings from the report include:

  • Nearly two-thirds of B2B marketers are increasingly concerned about the reliability of their programmatic buys, with the main worries revolving around a company’s brand safety.
  •  The integration of marketing and sales platforms is a top obstacle to succeed in data-driven marketing by 37% of B2B marketers. 
  • 61% of respondents plan to increase their in-house capabilities for managing programmatic in 2018.


B2B Marketing Exchange
B2B Marketing Exchange East
Campaign Optimization Series
Buyer Insights & Intelligence Series
Strategy & Planning Series