• B2B Marketing Meets Programmatic Buying


B2B marketers, let us introduce you to programmatic buying!

It’s anticipated that all forms of digital media will be bought programmatically within the next 2 years – you will want to buy online advertising programmatically for the many advantages it offers.

B2B marketing has changed dramatically in recent years with the advent of digital marketing. Modern B2B marketers are employing the same channels, media and tactics that consumer marketers have traditionally used – including programmatic buying and real time bidding.

ProTableau is an independent trading desk for B2B advertisers focused on growing awareness and demand generation. We partner with Google Display & Video 360 to reach your audience where they are online.

Programmatic Buying for B2B Marketers

Programmatic buying allows B2B marketers to target business-to-business buyer personas, decision makers and influencers by integrating data from first party (CRM data) and third party (modeled or registration-based) data sources.

The result is that your ad impressions are exclusively delivered to your desired business audience without wasting ad impressions on the wrong individuals!

Programmatic offers plenty of approaches for B2B marketing:

  • CRM: target contacts in your customer relationship management (CRM) database.
  • Programmatic Direct: target contacts through programmatic direct deals with category or content relevant publishers.
  • LinkedIn: target professional contacts by industry, company, title, experience and geography, among others. 
  • Retargeting: target contacts that have visited a specific web page or piece of content on your web properties.
  • Contextual: target contacts while they are looking at content related to your product.
  • Geotargeting: target contacts in a physical location whether by city or business area.
  • Optimization: instantly and continually optimize campaigns to buy more impressions from media placements that increase awareness and capture more qualified leads for your business – and fewer that don’t.