Dive Brief:
- Software and technology companies have been leading in growth for real-time bidding in the B2B sector, but old guard industries like financial services and manufacturing have caught up this past year.
- According to research from automation and targeting platform DemandBase, financial services saw the biggest increase in online advertising investments of 144% year-over-year in 2013.
- The growth was due to an increase in account-based marketing and more sophisticated tools that have allowed B2B companies to hyper-target ads on B2B websites.
Dive Insight:
When older industries, that are not known for being the first to innovate, take on a newer technology or practice, it means that that technology or practice has now proven its worth in the industry. Industries like manufacturing and financial services are increasing real-time bidding because it has been shown to work for other B2B industries.