While advertisers in many B2B categories appeared to consolidate the number of B2B media sites they advertised on in 2016, several verticals saw advertisers buying more high value placements and more rich media advertising, according to the MediaRadar Digital Placement Score report.

At the Connectiv Executive Summit in May, John Ebbert, publisher and CEO of AdExchanger, drew a burst of applause when he said that as a mid-sized publisher, he wouldn’t sell advertising programmatically (Ebbert himself noted the irony, given that AdExchanger’s entire focus is covering the emergence of data-driven advertising).