Compared with other verticals, retail benefits more from Google increasingly integrating the search functions of its various consumer-facing products, according to Krish Sailam, senior vice president of global programmatic solutions at Merkle-owned ad agency DWA, who was interviewed for the report.
“In most B2B marketing organizations, there is data that exists in a variety of places – often not federated, often unstructured and very difficult to build a simple view of the customer,” McLaren says.
Google announced in March that it will finally migrate Google Ad Manager – formerly AdX – to a first-price auction model. Ad Manager was one of the final holdouts still using the second-price model, and this move, for better or worse, will bring consistency to the marketplace.
Brands can’t accomplish everything alone; external agency partners are essential to a brands’ capabilities and capacity. But with aggressive growth goals and complex tech and data requirements, many brands are streamlining agency relationships.
B2B buying cycles are getting longer and more complex. According to Demand Gen Report research, 58% of buyers said their decision process was longer in 2017 than in 2016, while only 10% said purchase time had decreased.
“Agencies have to step into a different model, which is about marketing, consulting and making sure that they understand data management and orchestrating platforms,” said Bob Ray, global CEO of Merkle-owned agency DWA.