Ad Tech

B2B Programmatic Ad Sales & the BPA Media Exchange

Headshot of Andy Kowl
By Andy Kowl

 

Did you know brand recall increases when viewers see an ad on TV AND streaming? Download "A Practical Playbook for Multiscreen TV" to learn more.

Programmatic advertising accounts for more than 80% of digital advertising sales today, and rising, according to all reports. Yet only a virtual handful of B2B publishers have been making or accepting programmatic sales.

Is this a giant missed opportunity hiding in plain sight?

Programmatic is an inevitability, whether or not an unqualified opportunity. The overwhelming bulk of programmatic advertising is purchased for CPMs at a fraction of the rates B2B publishers charge. For that reason, it has widely been looked at only as a way to fill remnant space.

With programmatic forecast to account for $65B in advertising sales by 2020, there are good reasons to consider testing the waters.

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Headshot of Andy Kowl

Andy Kowl

Andy Kowl is a journalist and entrepreneurial publisher with more than 30 years developing, marketing and growing publishing companies. He is senior vice president of publishing strategy for ePublishing Inc., the leading enterprise publishing system (EPS) provider which manages content, audience data, workflow, newsletters and e-commerce for hundreds B2B online publications. He helps publishers increase reader engagement and response by integrating behavioral data with contextual content, and shows them direct ways to monetize the results. Andy writes the B2B Beat blog for Publishing Executive magazine. His background in B2B includes publishing, editing and/or owning magazines and information products covering specialty retail, horse breeding, real estate, credit unions, Wall Street compliance and wireless technology. 

www.ePublishing.com

akowl@ePublishing.com

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