Nearly half of B2B marketers say they plan to invest a quarter or less of their ad spending budgets on programmatic ad buying, according to a September survey by Dun & Bradstreet. The survey points up a variety of concerns that B2Bs have when it comes to programmatic.
Among the 221 executives surveyed, 48% said they expect to allocate 25% or less ad spending to programmatic buying in 2017.
