Programmatic: It’s word that sends shivers down the spines of many B2B sellers but just hoping it passes you by isn’t an option—79 percent of B2B marketers expect to buy digital advertising programmatically in 2016, according to a new study from Connectiv and Kantar Media. 

Some B2B publishers may be on the fence when it comes to investing in programmatic solutions, but increasing evidence suggest b2b advertisers are embracing programmatic—whether publishers are ready to serve them or not.