The week the platforms stopped pretending B2B was just a corner of consumer
B2B has been negated for years when it comes to advertising technology, but the tides are changing and there are signs of increasing maturity around B2B and adtech
LinkedIn are making off platform moves galore and they just became the universal B2B identity layer that every major walled garden has agreed to wire into. Google previewed its first Smart Bidding strategy designed specifically for long B2B sales cycles. Meta used its Performance Marketing Summit to concede that targeting is no longer the hard part. And the Digiday Programmatic Marketing Summit revealed what brands and agencies are actually doing with agentic buying behind closed doors, which is rather less dramatic than the keynote-stage version.
If you’ve spent the last decade running B2B media plans where the choice was always “LinkedIn’s audience or the open web’s reach”, this is the week the false choice started to disappear.
What you’ll learn in …
