Programmatic is changing the landscape of B2B advertising, and publishers looking to commercialize their digital channels are looking for ways to better understand the trends.
Kantar Media, in conjunction with Connectiv, has surveyed 150 respondents in the industry who are collectively responsible for millions of dollars spent on business-to-business advertising.
Are planners and buyers shifting away from site/content targeting?
Are they reaching traditionally B2B audiences using consumer sites?
This study offers specific data on how these agency professionals are integrating programmatic buying into their digital media buys.