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Global CEO, DWA media
Whitney Powell (not pictured) Media DirectorDWA media
eMarketer’s Lauren T. Fisher spoke with Bob Ray, global CEO of media and marketing services firm DWA media, and Whitney Powell, the company’s media director, about how business-to-business (B2B) advertisers are leveraging the latest programmatic trends today, including the use of first-party data and programmatic for TV advertising.
eMarketer: Programmatic advertising has become table stakes for most companies today, though B2Bs have traditionally been slower to transition to it. I know DWA works with lots of B2B marketers. What trends are you seeing regarding B2Bs’ use of programmatic advertising today?
Bob Ray: Programmatic allows advertisers to be more conscious of not just a single decision-maker, but more importantly, the committee that so often in the B2B space influences the decision to buy a product.