As more B2B buyers favor online channels, targeted advertising is gaining traction as an important part of an end-to-end marketing strategy. In 2024, U.S. B2B marketers will spend a third of their budgets on digital channels, according to a recent study from Winterberry Group, with 42% spending on CTV and 39% spending on display — but I think both numbers should be closer to 100%.

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Created by senior marketing technology executives and leveraging machine learning, Audyence RTD analyzes more than 17.5 billion firmographic, behavioral and technographic data points to help reduce the operational and capital expenditures associated with planning, purchasing, selling and executing demand generation campaigns.

“The global B2B lead generation industry is already a $21 billion market growing more than 15% per year, but it’s still too dependent on manually managing campaigns and a troubling lack of transparency,” explained Audyence Co-founder and CEO Karl Van Buren in a statement. “That’s where Audyence RTD comes in. To buy leads before our solution, marketers had to work with five or six or more brokers, negotiate with each separately by email or phone call and then manually manage those separate campaigns. We’re automating that entire process from end to end for as many publishers as they want to work with through our marketplace, reducing agency labor costs by 20X.”

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AUDIENCE is designed to leverage a combination of job roles, functions, firmographics and specialized technology intelligence, such as past purchases and installs, through BlueWhale’s partnership with HG Insights to create highly customized campaigns. To help users rely on their existing advertising infrastructure, BlueWhale also invested in third-party audience integration tools. 

“Our tradition of and commitment to delivering tangible ROI for our demand generation customers is constant, reliable and very well-known,” said James Oberhausen, President and General Manager of BlueWhale Research, in a statement. “With the launch of AUDIENCE, we are delighted to offer more opportunities for our clients and agency partners to enjoy the dedicated service and positive outcomes that are characteristic of BlueWhale’s offerings. Digital advertising teams are a new focus for us in our customer base and agency partnerships. Our attention to this important and complex function in marketing and broader go-to-market organizations promises to deliver tremendous value for everyone in 2024 and beyond.”

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“I am looking forward to expanding and growing Revline’s services in my role as Managing Director,” said Nachlis, in a statement. “Our team has achieved remarkable milestones over a short period of time, and I am excited to lead us into the future, focusing on innovation, client satisfaction and continued growth.”

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• StackAdapt released a self-service solution for ABM targeting and measurement.
• The new feature seeks to help users target high-value U.S. audiences based on various data sets.
• Reported benefits include the ability to create and report on campaigns, analyze campaign performance and more.

StackAdapt, a programmatic advertising platform, revealed a self-service, in-platform solution for ABM targeting and measurement. The new feature is designed to help users target high-value audiences in the U.S. based on account lists, firmographic information and persona-level data.

The new offering operates within a closed-loop identity ecosystem to improve match rates so marketers can attribute ad engagement back to authenticated audiences. The measurement solution is built on proprietary, in-house B2B ID graph technology to help users:

• Frictionlessly create campaigns and report on them;
• Activate authenticated audiences faster;
• Understand how accounts are engaging with campaigns and content to better iterate on campaign performance;
• Learn what actions accounts are taking at each stage of the programmatic funnel to inform next steps;
• Discern interested and engaged accounts for prioritization within the sales team; and
• Reach their ideal audiences on all channels through native, display, video, CTV, audio and in-game advertising.

“We are thrilled to provide StackAdapt users this latest offering because they can now launch a highly scalable and measurable ABM strategy through programmatic technology,” explained Michael Shang, VP of Partnerships and Business Solutions at StackAdapt, in a statement. “B2B marketers can create highly targeted, personalized campaigns to win over best-fit accounts and nurture audiences through the B2B buying journey across all devices and different programmatic channels.”

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AI can be used in a number of different ways when it comes to programmatic advertising. For example, AI can help you target your ads more effectively. Through the use of data and analytics, AI can identify which audiences are most likely to engage with your ad campaigns and even optimize your ad spend in real-time to ensure it’s being used in the most productive way possible.

All-in-all, AI can help you save time and money. By automating the process of buying and selling in the advertising space, AI can help you free up time that would otherwise be spent on manual tasks. Finally, AI can help you scale your programmatic advertising efforts. By using AI, you can reach a larger audience with your ad campaigns.

Here are my top three tips for programmatic advertising success using AI:

1.     Inform Your Advertising Algorithm With Data

Ensure that your tracking is set up to optimize your campaign efficiency. This can help with budget optimization, performance measurement and retargeting. If your algorithm is supervised (meaning you’re feeding it data), it can learn to make better decisions in serving your ads faster.

2.     Choose The Right AI Advertising Platform & Method

When selecting a platform for your programmatic advertising, be sure to consider a few key factors, such as the size of your company, your budget and your ad objectives. You should also consider that third-party targeting will slowly become less reliable as cookies are depreciated. Consider utilizing contextual ads as a method of reaching your audience without third-party targeting.

3.     Test, Test, Test!

As with any marketing campaign, it’s important to test different elements of your programmatic advertising efforts. Try different ad creative, targeting methods and budgets to see what works best for your business. Once you’ve found a winning combination, scale up your efforts to get the most out of your programmatic advertising campaigns.

Using AI can be a great way to improve your results, but it’s important to make sure that you’re using it effectively.

If you’re interested in using AI to improve your programmatic advertising results, it’s important to make sure that you have a clear understanding of your goals. What are you hoping to achieve with your programmatic advertising campaigns? Once you answer that question and define your goals, it is time to start researching AI solutions that will get you on the right path to programmatic success.

Zack Rosenberg is the founding CEO of CatapultX, the pioneering “On-Stream” video company connecting consumers in-the-moment across all digital channels. Rosenberg has played a key role in helping brands, agencies and publishers unleash the power of revolutionary digital media and advertising technology solutions. 

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The solution aims to help B2B marketers increase the quality and quantity of target account leads to accelerate revenue. Features for the new solution include:

• Account-based targeting: enabling users to centralize target account list data from ABM, predictive analytics, MAP and CRM systems all within the Integrate platform;
• Account-based engagement: users can deliver personalized display ads to target decision makers;
• Data integrity services: automate the ABM lead data verification process; and
• Real-time ABM measurement: measure and optimize demand generation and account-based programmatic campaigns.

According to Integrate, ListenLoop employees will join the company as part of the acquisition. This includes ListenLoop Co-Founder and CEO Rodrigo Fuentes, who will take on the role of VP of Product and Programmatic, and Co-Founder and CTO Sandeep Arneja, who will serve as VP of Technology and Programmatic.

“B2B marketers are frustrated by their inability to prove ROI from their programmatic investments,” said Jeremy Bloom, Founder and CEO of Integrate, in a statement. “Connecting programmatic to pipeline added the value and insight that our marketers were looking for. Acquiring ListenLoop marks the first step in our journey to build a best-in-class ABM capability and represents a key part of our broader vision to orchestrate the top funnel for B2B marketers.”

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Challenges

As spending increases and more campaigns are being executed programmatically, shortcomings are becoming more obvious. Underlying many of the challenges is the fact that B2B companies are still having trouble harnessing data efficiently. That includes having the right data and being able to share that data across departments and systems in their organization for a holistic customer account view. Over a third of respondents in the aforementioned survey cited siloed or inaccessible customer data, integration of marketing and sales platforms, incomplete customer data and lack of data expertise as obstacles to succeeding with data-driven marketing.

It comes as no surprise that, with lack of quality data and integration capabilities, many companies are finding it difficult to target the right audiences or measure their campaign success.

Rounding out the list of top three challenges is the lack of programmatic skills. This skill gap is something that’s often overlooked and needs to be more of a priority for any company executing programmatic campaigns and more so as companies start looking to bring programmatic in-house. In my own experience, I have seen companies have data in place, get programmatic campaigns set up and ready to run, then not be able to manage things well because they lack the in-house resources to do so.

Agencies Versus Brands

Because of the skills and resources it takes to run programmatic campaigns effectively, one of the trends has been for brands to hire agencies to execute their programmatic buying and selling of ads and ad space. While there has been much talk lately about brands bringing programmatic in-house, the study shows that brands may not be ready to take over the load just yet. B2B agencies still appear to be ahead of their brand counterparts in most data-driven tactics. For instance, 42% of agencies currently use predictive analytics compared to only 28% of brand marketers. In addition, 58% of agencies say they’re currently doing real-time campaign optimization, compared to 39% of brands. And, while both brands and agencies have similar difficulties, brand marketers are much more challenged by targeting (49% versus 32% of agencies) and programmatic execution (37% versus 27% of agencies).

Improving Programmatic Success

You simply cannot achieve programmatic success without the right data foundation. Ninety percent of survey respondents agreed that the use of data and analytics is changing how they approach marketing and advertising. The next step is to get that data in order with a proper data strategy and execution. Starting with quality data that has been standardized and shared across the organization, the single view of the customer is critical to the programmatic process, as well as other key marketing initiatives such as ABM.

In the B2B world, in addition to understanding the individual you are interacting with, it is also extremely important that individual customer actions are tied to an account for a more holistic account view. The actions that one employee has taken is only one part of the actions that the entire buying team across the organization takes over the course of the sales process. It is therefore necessary to be able to match individuals back to the accounts they represent and track the engagement at the account level. Having the right data assets that allow you to do so have become critical to success.

Finally, whether you plan to bring your programmatic process in house or whether you plan to continue to work with agencies and other partners, it’s necessary to build programmatic skills within your marketing teams so you can take the best action, measure the programs effectively and give your partners feedback on changes to make the programs more effective.

As programmatic advertising becomes a staple in modern marketing, B2B businesses need to mature their data processes and skill sets to keep up with the increasingly complex technology and processes that are being used in programmatic campaigns. Assess whether your business has the expertise and resources to execute campaigns on your own or whether it makes sense to partner with others in the ad supply chain. The more companies spend on programmatic, the more critical it becomes to plan, test, measure and adjust to make sure you are getting the most from every campaign, every click and every dollar you put in.

Anudit Vikram is the SVP of Audience Solutions at Dun & Bradstreet, and is responsible for leveraging the company’s vast commercial and contact data assets to solve sales and marketing challenges in the physical and the digital world. Prior to Dun & Bradstreet, he led digital technologies from the inception of ad exchanges and programmatic buying with Right Media/Yahoo!

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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%).

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.

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AdRoll Account-Based Marketing (ABM)

Features/Functionality

AdRoll ABM integrates with CRM and marketing automation platforms, enabling marketers to target personas at key accounts based on fields such as sales stage, geography, job title and more.

The tool can also support personalization at scale by persona and any CRM field, positioning users to customize ads based on these fields. Additionally, AdRoll ABM can provide insight into how and when leads are engaging and converting. Plus, enriched end-to-end reporting breaks down campaign impact.

Targeted Users

AdRoll ABM aims to help B2B marketers of all verticals who are looking to extend their ABM efforts with persona-based ads.

Compatibility

AdRoll ABM connects directly with Marketo, and in the near future, with Salesforce as well. Other CRMs are currently being explored based on customer demand.

Delivery/Pricing Models

AdRoll ABM is a SaaS product and pricing starts at $36,000 annually.

Competitive Positioning

AdRoll ABM is designed to help eliminate a problem many B2B marketers face: finding a solution to target valuable leads, as well as identify and reach new valuable in-market accounts. With granular, seamless insights directly in their CRM, companies can better understand every touch point of the customer journey.

Contact Info

AdRoll
2300 Harrison Street, Fl 2
San Francisco, CA 94110
(877) 723-7655

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