Programmatic Advertising Adds Value to B2B Marketing

Programmatic advertising is increasing due to its inherent efficiencies in workflow and performance and it allows marketers to:

• Show a specific ad
• To one anonymous consumer
• In one context
• On one device

Compared with traditional programmatic trading, where agencies would buy blocks of inventory at fixed CPM rates, RTB now powers the buying, selling, and measuring of inventory on an impression by impression basis, in real-time, as each browser or agent loads the page.