Programmatic Advertising Adds Value to B2B Marketing

The goal of business-to-business (B2B) advertisers is to run targeted marketing campaigns that help them reach decision makers at a minimum cost to convert. Programmatic advertising is an automated way of buying and selling digital ads by defining parameters such as price and network reach through real-time bidding (RTB). These parameters can be combined with behavioral or audience data on the same platform. Marketers buy media in response to real-time customer actions through algorithms, usually at lower costs than with traditional ad-buying methods. As a result, these algorithms allow advertisers to spend more time being creative and less time reading spreadsheets.