Programmatic’s Role in B2B Marketing

Innovation in programmatic advertising continues to reshape B2B marketing. The pandemic escalated digital transformation across industries and functions, and marketing and advertising were no exceptions. Marketers still work day in and day out to develop more compelling ways to engage modern B2B buyers. 

With worldwide lockdowns, the internet became a primary mode of communication in both our business and private lives. With everyone grounded at home, glued to laptop and mobile, programmatic advertising seems to be the solution brands are looking for. 

More Change Ahead for B2B Marketing

The approaching cookieless future will change the digital marketing landscape yet again. Now we’re looking at a data-driven future, and B2B programmatic players and practitioners are already adapting. In the data-driven future, the answers they seek may come from better programmatic targeting through intent signals.

Using AI and programmatic advertising, marketers are well-positioned to create high-quality, relevant content that attracts prospects where they are in the funnel. Displaying relevant contextual ads, analyzing advanced on-page entities and using quality intent data helps you target and retarget B2B buyers.

Dealing with Disruption as the Cookie Crumbles

Who would have imagined in 1994 that in 2021, programmatic marketers would be considering a cookieless future? Back then, Lou Montulli, a programmer from Netscape, revolutionized web surfing with “persistent client state object”, a way to track users’ actions on sites. 

The introduction of cookies was a game changer, but it appears the time has come to bid it adieu. The approaching cookieless future will change the digital marketing landscape yet again. B2B programmatic players and practitioners are already adapting. Apple Safari and Mozilla Firefox have already blocked third party cookies, followed by Google Chrome’s declaration to do the same in the next two years. 

B2B Marketing Says Goodbye Cookies, Hello AI

Third-party cookies have been the backbone of behavioral targeting, particularly for programmatic display advertising, for more than two decades now. Though the concept of cookies was a “big bang” in the history of the web, it appears the time has come to phase it out. Without persistent cookie data, B2B marketers will need new ways to deliver relevant content to potential buyers. AI promises to step up and help brands close the buyer signal gap.

Prospects are everywhere; you just have to identify them – or let AI do it. Even though it may seem difficult and technical, you can reach the right audience at the right time with programmatic advertising, which is driven by artificial intelligence and algorithms. Even as new trends emerge, data keeps you in the game, and automation and AI keep it manageable.

How Things Are Changing in Programmatic

B2B marketers have long relied on third party cookies for ad targeting and retargeting. Scrapping the same brings a new set of challenges, but also opportunities. It’s one more example of the ongoing digital disruption. Let’s see how things are changing in programmatic advertising:

  • For Publishers: Supply Side Platform (SSP) and ad exchanges will not identify users on websites in the same way they do now using third party cookies.
  • For Advertisers: They used third party cookies to gather user information and accordingly target audience segments for higher engagements and conversions. Without these cookies, frequency capping, conversion tracking and displaying relevant ads will be obstructed and force new alternatives.
  • For Data Management Platforms: Third party cookie crumbling means changes in how DMPs create audiences that advertisers can later use for audience activation, targeting and retargeting. 

What else do you need to know about programmatic advertising and B2B marketing? You’ll find it in these blogs:

Intent Marketer’s Guide to Programmatic Ads

6 Programmatic Mistakes to Avoid at All Costs

Do You Know These 17 Programmatic Marketing Terms?

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