B2B Programmatic Ad Sales & the BPA Media Exchange
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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.