Programmatic ad spending continues to rise among marketers and agencies as a result of continued dependence on data in the programmatic space, according to Dun & Bradstreet.
According to the report, titled Data-Driven Marketing and Advertising Outlook, 61% of respondents said they plan to increase their programmatic spending in the next year, with 20% saying they will be increasing it by more than 25%.
For as many as 49% brands, targeting is a challenge when compared with 32% of agencies, suggesting that brands are lagging behind agencies when it comes to getting to grips with the technology.
Challenges for both agencies and brands continue to be targeting, measurement and metrics, as well as a lack of knowledge and skills related to programmatic.
The report further states that 58% of agencies say they're currently doing real-time campaign optimization, compared to 39% of brands. For cross-device targeting, the spread is higher: 63% for agencies and 36% for brands.
The report is based on the results of a global survey of B2B marketers and their agencies conducted by Adweek Branded on behalf of Dun & Bradstreet in September 2018. All 237 respondents were involved in B2B marketing and had a job title of manager or above.
The research points toward a wider trend in which brands are bringing programmatic in-house, although some industry leaders believe that agencies can still drive the strategy for programmatic on behalf of brands. Further, a recent survey by the ANA found 35% of brands have expanded their in-house programmatic media-buying capabilities and limited the role of outside agencies, up from 14% in 2016.
Anudit Vikram, senior vice president of Audience Solutions for Dun & Bradstreet said: "While buying media programmatically has become the norm, B2B companies are still struggling with how to accurately target, measure and optimize those ads across platforms and channels.
“As spending continues to rise, companies will have to find ways to better orchestrate data across the organization to maximize programmatic success."