One number in the recently published B2B Barometer study caught my eye. Two thirds (64%) of B2B marketers describe programmatic advertising as irrelevant. That’s striking because an estimated 59% of digital ad spend in the UK, that’s £1.8 billion, is programmatic and next year it’s forecast to reach 70%. Yet, most B2B marketers still don’t see it as relevant. Odd.
It’s strange because if we break it down, programmatic is unarguably attractive.