What has happened in B2B marketing this week?
• US programmatic spend crossed the $200B milestone in 2026 but the story isn’t scale, it’s where the value actually lives in the supply chain. More on that below. This could expand rapidly if the rumoured ChatGPT ads go programmatic - and their 6 week test on a limited cohort hit a $100m a year advertising run-rate - watch this space
• Microsoft Invest DSP shut down on 28 February 2026. Microsoft Monetize (the SSP) lives on and has joined Amazon’s Certified Supply Exchange. One less buy-side option; one cleaner supply path. The AppNexus DSP was a long time favourite of B2B marketers and this was the end of an era
• Bombora + Proximic by Comscore launched 300 new predictive B2B contextual audiences — activatable on TTD’s Contextual Marketplace and via portable Deal IDs across DV360, Yahoo DSP and Adobe. Worth knowing about. Worth keeping in perspective too.
• B2BMX 2026 session…
