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Media buying is an important part of any B2B marketing strategy, but how do you know if it’s doing its job? Analysing the performance of your media buying efforts can give you valuable insight into how to optimise your strategy and get the most out of your marketing budget. In this blog post, we’ll discuss different methods for measuring the success of your media buying strategy.

Benefits of Measuring B2B Media Buying Performance

Measuring B2B media buying performance is essential to understanding and optimising the effectiveness of both current and future campaigns. Measuring, in our experience around B2B has too often been limited to ‘platform metrics’; time and time again, we see clients coming to our media buying division who have been working with vendors who feedback on metrics as limited as ‘cost per click’ and such like. This limited horizon leads to platforms chasing cheap clicks, because they don’t measure and optimise to what actually matters; on-site performance. 

By leveraging data-driven insights from programmatic advertising, attribution, the programmatic bidstream, and analytics tools like Journey, companies can accurately measure the performance of each campaign and adjust their strategy accordingly.

For example, funnel analysis is a tool used within Journey to measure the success of campaigns by tracking and optimising funnel performance, allowing marketers to determine which steps in the funnel are driving conversions. Further, data-driven insights from bilateral bidding exchanges and programmatic advertising platforms allow companies to access valuable information regarding their campaigns, including reach and impression data, enabling them to make informed decisions when it comes to their media buying strategy.

Leveraging data-driven insights from programmatic advertising and analytics tools help businesses to identify the most cost-effective platforms for their campaigns, as well as which marketing channels are most effective in driving conversions. Additionally, it allows them to understand how their campaigns are performing compared to competitors’ strategies, allowing for a more informed decision-making process when allocating resources However, high quality engagements are not always easy to achieve with B2B programmatic advertising, as B2B attribution and analytics tools often need to be leveraged in order to accurately measure campaign effectiveness. By using data-driven insights from these tools, businesses can identify the most cost-effective platforms for their campaigns while also understanding which channels are most successful in driving conversions. Additionally, this data gives them an insight into how their campaigns perform compared to those of competitors, helping them make more informed decisions when allocating resources.

Utilising Programmatic Advertising for B2B Media Buying

Programmatic advertising is an automated way to buy, measure, and optimise media in real-time. This makes it a great choice for B2B media buying, as it enables marketers to quickly and efficiently allocate budget to the most effective sources of demand. The drawback has been media participation; many leading B2B publisher resources have not been available to buy on ‘open exchanges’, and the technology behind programmatic has been entirely focussed on consumer media buying (B2C). This is what we have changed here at FunnelFuel; leveraging bespoke technology built for B2B, married with unique B2B data sets to uncover business users within the anonymity of the big open programmatic world, and leveraging analytics tools to fuel 24/7 always-on optimisation – we have made B2B programmatic work, finally. 

With effective B2B programmatic advertising, B2B marketers can benefit from sophisticated analytics for better insights, increase ROI with advanced attribution models, and gain a competitive advantage by leveraging real-time data. As such, programmatic advertising is an effective way for B2B organisations to interact with prospects, advertise products and services efficiently, and design targeted digital marketing strategies that result in measurable business outcomes.

Comprehensive attribution capabilities are critical for understanding the performance of programmatic campaigns. Leveraging these insights can help marketers understand what efforts are delivering the best ROI and adjust their strategies accordingly. When it comes to B2B programmatic advertising, B2B attribution offers invaluable insights on the effectiveness of marketing campaigns. With B2B attribution, marketers can track customer journeys, measure the performance of various channels, and optimise their B2B strategy in real time. In addition to B2B attribution, B2B analytics can provide deeper insights into campaign performance, enabling B2B businesses to better understand their audiences and tailor their campaigns accordingly. By utilising B2B programmatic advertising, B2B attribution, and B2B analytics together, marketers can make more informed decisions and maximise their ROI.

By combining attribution data with analytics, marketers can gain a holistic view of their programmatic campaigns and identify areas of improvement Meanwhile, B2B programmatic advertising is more effective when marketers combine attribution data with analytics. This comprehensive approach to data analysis allows marketers to gain a holistic view of their programmatic campaigns and identify areas of improvement. With this data, businesses can implement strategies that provide increased ROI on their investment in programmatic advertising, thus creating a better overall marketing success.

Strengthening Your B2B Attribution Strategy

B2B attribution boils down to understanding which parts of the marketing journey and stack are driving the outcomes you’re seeking, whilst understanding how these channels, formats and executions work synergistically to power outcomes rather then viewing each in its own data silo. This can be a powerful tool to maximise the ROI of your organisation’s marketing efforts. It can identify which channels and tactics are most effective in driving conversions that result in sales, allowing you to optimise your programmatic advertising strategy. Through B2B attribution, you can gain valuable insights into which B2B campaigns and strategies are driving the most value for your company. By leveraging  analytics, you can measure the performance and effectiveness of your B2B campaigns, as well as identify areas where you can increase performance and allocate resources more effectively. 

To ensure your programmatic advertising is optimised based on attribution data, it’s important to have the right technology in place – such as Journey, our B2B central nervous system – to capture and analyse relevant insights from customer behaviors and interactions with your advertisements. Having B2B analytics in place is essential for understanding how your programmatic advertising impacts the customer journey. A DMP allows for the aggregation and analysis of valuable B2B data sets, helping to identify which advertisements are driving conversions and improving ROI. Furthermore, with the right B2B attribution model, it’s possible to track customer behaviors more effectively and adjust your advertising strategies accordingly. By leveraging B2B programmatic advertising as part of an overall marketing mix, businesses can better understand their customers, improve targeting accuracy and maximise return on investment.

With a comprehensive B2B analytics platform, you can leverage additional analytics capabilities such as predictive modelling, CRO tools, and segmentation to further refine your programmatic advertising strategy for improved performance across channels. Besides B2B analytics, a comprehensive B2B analytics platform can also offer additional capabilities such as named account tracking and life scores to help refine your B2B programmatic advertising for improved performance. 

Leveraging B2B Analytics to Optimise Performance

Leveraging B2B analytics can provide insights into how to optimise performance with programmatic advertising, such as understanding the cost per lead (CPL) and how different channels contribute to conversions. This data enables b2b advertisers to make informed decisions about their budget allocation and campaign strategies in order to maximise ROI. As such, B2B analytics can offer an in-depth view of the entire customer journey, tracking attributions and conversions across media channels. Additionally, advertisers can better understand why certain campaigns resonate more with audiences, identify duplicates, and detect fraudulent activities. By leveraging B2B analytics and leveraging programmatic advertising strategies, marketers can improve their campaigns and reach more potential customers.

Best Practices for Measuring B2B Media Buying Performance

Measuring B2B media buying performance is essential to understand the effectiveness of campaigns, which allows for optimisation and improvement of future efforts. To do this, marketers need to focus on programmatic advertising, attribution, and analytics when selecting best practices. This can include funnel analysis, a data-driven approach which is popular among B2Bs as it enables tracing of campaigns from the initial touchpoint to successful conversion. Programmatic advertising allows for automation, improved targeting, and a more efficient use of budget and resources. Attribution helps understand which channels are most effective in engaging the target audience, helping to optimise future campaigns. Analytics then provides real-time insights into audience behavior, helping to inform media buying decisions and maximise ROI.

Programmatic advertising provides access to a large selection of inventory from various marketplaces, allowing buyers to be precise in their targeting. This helps inform key decisions related to budgeting and optimisation that can have a positive impact on performance. Through B2B analytics, buyers can gain further insight into the impact of their campaigns and make more informed decisions on B2B attribution. By utilising B2B analytics, marketers can determine what messaging resonates most with their target audience, optimise their strategies to ensure the greatest ROI, and measure the success of their programmatic advertising campaigns.

Attribution is used to uncover the relationship between media channels and customer behavior over time to determine which marketing efforts are paying off the most. By combining attribution with analytics capabilities, marketers can get as granular as needed with their data insights to identify areas for improvement and maximise ROI on media spending across all channels Again, high quality engagements are essential when it comes to b2p programmatic advertising. By utilising powerful b2p attribution and analytics capabilities, marketers are able to gain valuable insights into customer behavior, enabling them to better understand the relationship between media channels and customer actions. This data can then be used to optimise media spending and maximise ROI while identifying areas for improvement.

Keeping Pace with the Evolving Landscape of B2B Media Buying

Keeping pace with the evolving landscape of B2B media buying requires adoption of programmatic advertising and attribution technologies. These technologies enable marketers to more effectively target, measure, and optimise campaigns across multiple channels in real-time. With high-quality engagements and granular B2B analytics, B2B marketers have unprecedented access to high-value customer insights that can drive high ROI on programmatic campaigns. By adopting programmatic advertising and attribution technologies, B2B marketers can stay ahead of the competition and maximise their lead generation efforts with high quality results.


As you can see, there are a number of different ways to measure the performance of your B2B media buying strategy. Each has its own advantages and disadvantages, so it’s important to understand each one before making any decisions about which metrics to use. By using the right metrics, you’ll be better able to determine what’s working and what’s not in your media buying efforts, giving you the insight you need to improve your strategy and increase ROI.

B2B feels like the segment that ad-tech left behind, but now with dedicated technology built to analyse on-site behaviour (Journey – our B2B CNS!) and a built-for-purpose ABM DSP – the capabilities to really optimise and measure what is important to a B2B marketer has finally arrived