The Measurement Gap in B2B Advertising
Campaign Sophistication Is Increasing, but Performance Visibility Remains Limited
B2B advertising is undergoing a major transformation. Campaigns now span multiple channels, target entire buying committees, and draw on richer audience data than ever before. Yet most marketers are still struggling to answer a fundamental question: are these investments actually working?
In this exclusive research report, Bombora, PrograMetrix, and AdExchanger surveyed 166 B2B brand and agency executives to uncover how organizations are defining and reaching audiences, how performance is being evaluated across the organization, and how emerging technologies like AI are expected to shape the next phase of B2B advertising.
Why Download This Report
- Understand why only 10% of B2B marketers are very confident they’re reaching the right accounts and buying groups
- See how ad spend is being allocated across 13 channels — and where budgets are expected to shift over the next 12+ months
- Learn why most measurement approaches don’t reflect how B2B buying actually happens — and what needs to change
- Discover which internal stakeholders are demanding campaign performance data, and how measurement maturity stacks up across organizations
- Get forward-looking perspectives on AI’s greatest impact areas in B2B advertising over the next 12 to 24 months
Who Should Read This Report
B2B marketers, agency leaders, media strategists, demand generation teams, and revenue operations professionals navigating the growing complexity of multi-channel B2B advertising measurement.
Get the full report and access the insights that will shape your B2B advertising measurement strategy in 2026 and beyond.
SEE THE INSIGHTS
The Measurement Gap in B2B Advertising
