According to our July 2021 forecast, 2023 will be a pivotal year for the US B2B digital ad market: Display will overtake search, mobile will surpass nonmobile, and the split between digital and traditional will near a tipping point just beyond our forecast period.

But it should be noted that the respondent base in this survey was all marketers, not just those in B2B—which likely indicates that even though there are B2C strategies happening on LinkedIn, B2B executions are more typical.

US advertisers are spending about a third of their nonsocial programmatic display ad dollars on fees this year—aka the “ad tech tax.” Read on to learn more about our inaugural estimates of spending on programmatic fees.

US B2B digital ad spending in 2020 will grow 22.6% year over year amid the coronavirus pandemic. This report breaks down the market factors and B2B-specific considerations that are driving this increase.

Per May 2021 data from Ascend2 and Wpromote, 22% of B2B marketers said they started to evaluate what they need to do to accommodate the deprecation of third-party cookies; but another 20% said they have done nothing and have no plans to do anything differently. More than 60% of personalization use cases are reliant on third-party cookies, according to the Adobe study.

His research focuses on the impact of consumer behavior and preferences on the B2B buying cycle, and how B2B marketers need to adapt their strategies, tactics and technologies to optimize engagement with the new "B2B consumer."

He has supported many industries including financial services, retail, travel, insurance, high tech and B2B with an emphasis on leveraging analytics and data to drive business value.

We're continuing to invest in new tools, new data mining and the ability to digitize more and more of our marketing both with consumers and with our B2B audiences.

As a former content and social media marketing director, Jillian has over a decade of experience driving strategy for B2B software startups, ad tech firms and digital media properties. Anne Frisbie is the SVP and GM of North America at InMobi. She oversees InMobi Exchange, brand sales in North America and Europe, as well as partnerships with brands, agencies and DSPs in North America.

Q: Any info on B2B consumables’ digital ad spending? A: We don’t have B2B category breakdowns for digital ad spend. But here is a report and a forecast about general B2B digital ad trends. Q: What is the percent of ad spending on programmatic? A: We do not currently forecast programmatic spend by industry.

This report will cover eight key pivots B2B companies made during the coronavirus pandemic and explore lessons learned and considerations moving forward.

As a former content and social media marketing director, Jillian has over a decade of experience driving strategy for B2B software startups, ad tech firms and digital media properties.

We're looking at agencies as helping us with some niche skills that are harder to in-house for us at this time, but we're complementing that with some programmatic that we brought in-house as well.”.

Please do check back later this month on the programmatic forecast, which will be updated by November.