Brand Safety Concerns Won’t Stop B2B Marketers From Programmatic Ad Buying: D&B Report

Display advertising generally ranks fairly low on B2B marketers’ priorities compared with face-to-face events, content marketing and even paid search. Programmatic buying is supposed to make it more efficient but has recently been haunted by concerns over brand safety and viewability. Still, this BrandShare study for Dun & Bradstreet found that 63% of B2B marketers are buying ads programmatically and 66% plan to spend more.  Other interesting data here: for example, fewer than half (46%) the respondents integrate CRM with marketing systems.