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 | Survey of Brands & Agencies

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

Tagged in:

Must Read

CTV

YouTube Americas Leader Tara Walpert Levy Says Measurement Proves Creators Do TV Ads Best

“We are focused on being where the world watches video,” said Tara Walpert Levy, YouTube’s VP, Americas at the Convergent TV conference in NYC on Thursday. “And to us that now is TV.”

CTV Roundup

Paramount Skydance Is Trying To Buy WBD. Now What?

Late last week, Netflix walked away from plans to acquire Warner Bros., clearing the way for Paramount Skydance to scoop up the whole company with its hostile takeover bid.

Commerce

Sallie Has An Ad Business And Meta Is Declining Credit Cards

Sallie, the major issuer of US education loans, is getting into the retail media network business.

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

Meta Has A New Way To Measure Social Engagement (Because Clicks Don’t Cut It)

Meta will now measure social interactions like likes, shares and comments under a new “engage-through attribution” category, replacing click-through as the default.

Marketers

The Trade Desk Welcomes OpenTTD, The Partner Integration Portal To Rule Them All

The Trade Desk has OpenPath, OpenAds, OpenSincera and, as of today, a new platform portal called OpenTTD.

Programmatic

Curation Platform Onetag Just Acquired This Creative Tech Startup. Here’s Why

Onetag’s acquisition of creative ad tech platform Aryel equips its curation solution with new tools for tweaking and testing interactive ad creative.

Popular

  1. A hand points a smart TV remote at a smart TV screen displaying several blurred-out content titles for viewers to choose from.
    connected TV

    Amazon Audiences Are Coming To Netflix

    Starting next quarter, US media buyers will be able to tap Amazon Audiences for targeting when they run Netflix campaigns through the Amazon DSP.

  2. Marketers

    The Trade Desk Welcomes OpenTTD, The Partner Integration Portal To Rule Them All

    The Trade Desk has OpenPath, OpenAds, OpenSincera and, as of today, a new platform portal called OpenTTD.

  3. Sarah Caputo, Founder & Independent Advisor, Fraction Method
    OPINION: On TV & Video

    Why Amazon Is Gaining Ground In CTV And The Trade Desk Is Losing Its Lead

    The divergence between the DSPs reveals shifting buy-side priorities. Advertisers have grown wary of how The Trade Desk earns margin, where its algorithm steers inventory and how these strategies compete with buyer goals.

  4. Social Media

    Meta Has A New Way To Measure Social Engagement (Because Clicks Don’t Cut It)

    Meta will now measure social interactions like likes, shares and comments under a new “engage-through attribution” category, replacing click-through as the default.

  5. AdExchanger's Big Story podcast with journalistic insights on advertising, marketing and ad tech
    PODCAST: The Big Story

    Will The Trade Desk Right-Size Its Margins?

    Fees, fees, fees. The Trade Desk is facing market pressure in all directions: from rival DSPs offering lower fee structures, SSPs and agencies clashing over its OpenPath product and bearish investors disappointed with growth. Guest Sarah Caputo, founder of consultancy Fraction Method, tells us why The Trade Desk should reduce its margin and make its fees more transparent.