Mike Burton, cofounder & SVP Data Sales, Bombora. Read Mike Burton's full executive profile here.
After years of anxious waiting and delays, the digital media industry is finally facing the first stages of. Following years of speculation and attempts at preparation, there are still unanswered questions.
What is clear at this point is that online marketing will never be the same. One interesting wrinkle is that different business verticals and practices will require various levels of change, and the effectiveness and adaptability of B2B marketing in the new era of identifiers can vary significantly. The B2B marketing space may be better positioned for the new era of identifiers than the consumer marketing space because effective B2B relies on direct relationships, LinkedIn and other professional networks that might be less affected by these changes.
However, this future of B2B advertising will require both publishers and advertisers to have a strategy for combining and accessing first-, second- and third-party data sets.in the most widely used web browser is forcing a reinvention of how brands target consumers at an individual level. Unlike content categories like sports, art and news, business content is read by business practitioners.
For example, consider an online publication whose primary audience consists of IT and technology professionals and publishes news, trends and resources that appeal to them. When advertisers want to understand what content appeals to technology professionals and be able to target them, having a direct relationship with publishers like this that does not rely on third-party data sources would be highly sought after.
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