• PROGRAMMATIC IO NY 2021 //
  • Marketing Resource Directory //
  • Programmatic Power Players //
  • Membership
  • Log in
AdExchanger Homepage
  • Log in
  • Topics
    • Advertiser
    • Publishers
    • Content Studio
    • Platforms
    • Mobile / Cross-Device
    • Data
    • Commerce
    • Investment
    • Agencies
    • TV and Video
    • Politics
  • Opinion
    • Data-Driven Thinking
    • The Sell Sider
    • On TV and Video
    • Brand Aware
    • Content Studio
    • Comic Strip
  • Become A Member
    • Sign Up
  • Events & Awards
    • PROGRAMMATIC I/O NY
    • Power Players
    • AdExchanger Awards
    • Innovation Labs
    • All Events
  • Podcasts
    • AdExchanger Talks
    • The Big Story
    • Industry Preview
    • Social Distancing With Friends
  • About Us
    • Advertise
    • About Us
    • Contact Us
    • Contributor Guidelines
  • Twitter
  • Facebook
  • LinkedIn
  • RSS

  • AdExchanger Homepage

  • AdExchanger.com

  • Menu
    • Advertiser
    • Publishers
    • Content Studio
    • Platforms
    • Mobile / Cross-Device
    • Data
    • Commerce
    • Investment
    • Agencies
    • TV and Video
    • Politics
    • Data-Driven Thinking
    • The Sell Sider
    • On TV and Video
    • Brand Aware
    • Content Studio
    • Comic Strip
    • Advertise
    • About Us
    • Contact Us
    • Contributor Guidelines
  • Events
    • PROGRAMMATIC I/O NY
    • AdExchanger Awards
    • Innovation Labs
    • All Events
  • Podcast
    • AdExchanger Talks
    • The Big Story
    • Industry Preview
    • Social Distancing With Friends
  • Membership
    • Member Exclusives
    • Sign Up
  • Search
Connect

»B2B advertising

Inside Blackstone’s $1.3 Billion Bet On B2B Data And Media With IDG

Blackstone made one of the splashiest digital media deals of the past year last week when it acquired the B2B media and mar tech company International Data Group (IDG). IDG might not attract your average consumer. but its portfolio of some 300 tech and IT publications, including CSO, TechHive and Computerworld, fuels one of the... Continue reading »
by James Hercher // June 8th, 2021 //
»
It’s Time For B2B Marketers To Get Off The Advanced TV Sidelines

“On TV and Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Brienna Pinnow, co-founder at Blinc Digital Group. Advanced TV advertising promises marketers better targeting and measurement capabilities, underpinned by rich viewer data. Not only are Americans flocking to the services and devices that deliver... Continue reading »
by AdExchanger // March 9th, 2020 //
»
For Lenovo’s B2B Group, Digital Underpins The Infrastructure Sale

The target audience for Lenovo’s Data Center Group is the definition of niche: chief information officers at Fortune 500 companies who are in the market for complex storage, networking and server solutions. To reach that niche, Lenovo has increasingly turned to targeted digital and social ads. “We’re not interested in big, general blasts of information... Continue reading »
by Allison Schiff // July 3rd, 2017 //
»
PROGRAMMATIC I/O SF: As B2B Marketers Move Into Programmatic, Creative Can’t Be An Afterthought

B2B advertisers historically have been slower to adopt programmatic than their B2C brethren. That lag is because B2B was mostly marketed through a company's owned properties, lead forms or offline events. The market for B2B exchange data also wasn’t very robust. But as B2B publishers expand their programmatic offerings and the buy side adopts more... Continue reading »
by Kelly Liyakasa // April 5th, 2017 //
»
CenturyLink Doubles Down On Consumer Branding As A B2B Foundation

Brand advertising is becoming a necessary ingredient for B2B success. While US telco CenturyLink sees two-thirds of revenue come from B2B services, consumer-oriented strategies like a national TV campaign and sports sponsorships are taking a larger share of CenturyLink’s budgets, said CMO Bill Hurley. Consumer branding increasingly “lays the foundation” for effective B2B sales, Hurley... Continue reading »
by James Hercher // March 13th, 2017 //
»
B2B Advertisers Seek To Bridge The Divide Between Demand Gen And Brand Engagement

To borrow a phrase from baseball, B2B programmatic advertising is still in the early innings. A couple of factors have kept B2B marketers from fully adopting the media strategy as rapidly as their B2C brethren. “The biggest difference in B2B and B2C programmatic is the value of the inventory,” said Tony Uphoff, CEO of Business.com.... Continue reading »
by Kelly Liyakasa // October 13th, 2015 //
»
 

Popular today on AdExchanger

  • Popular
  • Today Week Month All
  • Programmatic Will Drive The Travel Recovery, With Justin Scarborough
  • YouTube Gaining More National Brand Advertising; A Missed Opportunity For Machine Learning
  • The Simple Way To Avoid Conflating Good And Bad Data Use
  • Discovery CEO Blasts Nielsen; Twitch Launches A New Ad Format
  • How Driscoll’s Stays Sweet As Groceries And Ad Dollars Move Online
Ajax spinner
AdExchanger Homepage
  • Privacy Policy //
  • Subscribe //
  • Advertise //
  • Contact Us //
  • Diversity Inclusion & Equity
© 2021 Access Intelligence, LLC - All Rights Reserved