Home Exclusive Report The State of B2B Advertising
Content Studio

The State of B2B Advertising

By AdExchanger Content Studio

SHARE:

The State of B2B Advertising

Big Shifts. Bigger Opportunities.

B2B advertising is undergoing a major transformation as brands and agencies adapt to new buyer expectations, shifting budgets, and rising demands for ROI.

In this exclusive research report, AdExchanger and Multiview uncover how 200 senior brand and agency executives view today’s top challenges, the strategies delivering the most impact, and what forces will shape the future of B2B advertising.

Why Download This Report:

  • Advertisers’ top concerns and priorities in B2B marketing

  • How budgets are being allocated across channels

  • Strategies and tactics delivering the strongest ROI

  • Creative and messaging priorities shaping campaigns

  • Forward-looking perspectives on where the industry is headed

Who Should Read This Report:
B2B marketers, agency leaders, media strategists, and anyone navigating the fast-changing world of business-to-business advertising.

Download Now
Get the full report and access the insights that will shape your B2B advertising strategy in 2025 and beyond.

SEE THE INSIGHTS

The State of B2B Advertising

Must Read

Comic: Header Bidding Rapper (Wrapper!)
Publishers

Prebid.org Is At A Crossroads, And Must Now Decide Whose Interests It Serves

Prebid’s future is up for grabs as the open-source project grows apart from the IAB Tech Lab, the industry’s self-appointed standards authority.

PODCAST: The Big Story

Rest In Privacy, Sandbox

Last week, after nearly six years of development and delays, Google officially retired its Privacy Sandbox.
Which means it’s time for a memorial service.

Platforms

AWS Launches A Cloud Infrastructure Service For Ad Tech

AWS RTB Fabric offers ad tech platforms more streamlined integrations with ecosystem and infrastructure partners, allegedly lower latency compared to the public internet and discounts on data transfers.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
CTV

Netflix Boasts Its Best Ad Sales Quarter Ever (Again)

In a livestreamed presentation to investors on Tuesday, co-CEO Greg Peters shared that Netflix had its “best ad sales quarter ever” in Q3, and more than doubled its upfront commitments for this year.

Comic: No One To Play With
Privacy

Google Pulls The Plug On Topics, PAAPI And Other Major Privacy Sandbox APIs (As The CMA Says ‘Cheerio’)

Google’s aborted cookie crackdown ends with a quiet CMA sign-off and a sweeping phaseout of Privacy Sandbox technologies, from the Topics API to PAAPI.

Platforms

The Trade Desk’s Auction Evolutions Bring High Drama To The Prebid Summit

TTD shared new details about OpenAds features that let publishers see for themselves whether it’s running a fair auction. But tension between TTD and Prebid hung over the event.

Popular

  1. Comic: Header Bidding Rapper (Wrapper!)
    Publishers

    Prebid.org Is At A Crossroads, And Must Now Decide Whose Interests It Serves

    Prebid’s future is up for grabs as the open-source project grows apart from the IAB Tech Lab, the industry’s self-appointed standards authority.

  2. Messing around in the Privacy Sandbox
    Google’s Privacy Sandbox

    The Privacy Sandbox May Be Dead, But The AdExchanger Comics Live On

    Chrome kept cookies and killed the Privacy Sandbox, but at least we got some great comics out of it.

  3. CTV

    Comcast Intros Biddable And Programmatic For Linear TV

    On Thursday, Comcast Advertising announced that the cable provider’s linear TV inventory will now be available on a targetable, biddable basis for advertisers that want to transact programmatically.

  4. Nick Ross, Ph.D, Co-Founder and CTO of Classify
    OPINION: Data-Driven Thinking

    AdCP And The Math Of Agentic AI: Building For Today's Economics, Not Tomorrow's Dreams

    Understanding where AI agents make financial sense today is the difference between building a sustainable competitive advantage and burning through your margins in pursuit of buzzwords.

  5. AI

    When Buyers And Sellers Actually Talk To Each Other, Campaigns Run Better (Who Would've Thought?)

    A DSP, an SSP, an agency and a publisher walk into a room. Believe it or not, that isn’t the lead-in to a bad joke. It’s the model used by Medialive, a new AI startup that brings media buyers, sellers and vendors together to collaborate directly in a shared (digital) space. Joe Prusz, former CRO […]