Scale has always been an important factor for B2B advertisers. Whenever a new channel or targeting technique emerges that B2C advertisers are warming up to, B2B advertisers—particularly those that are resistant to change—can usually assume that their niche audience would be too difficult or too expensive to reach through that channel.

Gil Barzilay, VP Business Development at Anteriad, lends his thoughts on CTV and how B2B marketers can embrace this scalable channel and capture the attention of business buyers.

Read Gil’s article in its entirety at MarketingProfs.