B2B Buying Decisions Shift to Channels Beyond Ad Tech's Reach
· 2h ago · Originally reported by AdExchanger
Business-to-business purchasing is increasingly happening in environments that are not easily tracked or targeted by traditional ad tech tools. This trend challenges the effectiveness of digital advertising platforms in influencing or measuring B2B buying behavior.
Why it matters
As B2B buyers move to less visible channels, advertisers and platforms may struggle to reach and understand these audiences, potentially reducing the impact and measurability of digital ad campaigns.
Explain it like I’m new here
It's like trying to sell lemonade, but your customers are now meeting in secret clubs where you can't put up your signs.
Read the original at AdExchanger
Terms in this story
Ad tech
Ad tech is the software and infrastructure that decides which ad appears where, buys and sells that ad space, delivers the ad, and measures what happened afterwards.
Reach
Reach is the number (or percentage) of unique people or households who saw an ad at least once during a campaign, as opposed to the total number of impressions.
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