What is a B2B DSP (Demand-Side Platform)?
With people spending 66% of their time on the open internet, i.e. outside of walled gardens, it’s no surprise to see many B2B advertisers turning to display advertising for effective communication. One way to achieve this is by leveraging media targeting via Demand-Side Platforms (DSPs). But what exactly is a DSP, and why is it […]
The B2B post-cookie targeting playbook
Practical advice for uncovering your B2B brand’s target audience in a cookieless era The decline of third-party cookies is reshaping programmatic advertising, particularly in targeting behavioral segments. This shift necessitates a reevaluation of strategies to ensure effective B2B targeting in cookieless environments. As traditional methods reliant on third-party cookies become obsolete, exploring solutions that offer both B2B focus […]
Why B2C DSPs don’t work for B2B Display Ads
The strategies that deliver results are the ones that capture attention, engage audiences, and drive conversions. If we all agree on the basics, why is it that the B2B tactics we know and love — content, email, SEO etc. — aren’t working as well as they used to? There are basically 2 reasons: Here are […]
