The Future of B2B Marketing: Embracing Agentic Infrastructure for CTV

The canonical practice

Make one clear promise to one valuable audience, then use it consistently everywhere.

What the current news changes

As CTV growth outpaces open-web advertising, B2B marketers must prioritize agentic media buying to effectively reach and engage their target audiences, ensuring they remain at the forefront of the industry.

What to do now

1. Conduct a thorough competitive intelligence analysis to understand the strengths and weaknesses of agentic infrastructure providers like Swivel and AppLovin
2. Develop a tailored case study showcasing how agentic infrastructure has successfully enhanced CTV advertising campaigns for similar B2B clients
3. Craft a compelling sales narrative that emphasizes the benefits of agentic infrastructure for CTV, aligning with the company's mission, vision, values, and positioning

Sources

• Sharp Tech on Video: The U.S. Votes on Data Centers, Implications for Big Tech, Google’s Response to AIStratechery · stratechery.com
• Swivel Wants To Create Agentic Infrastructure For CTVAdExchanger · adexchanger.com
• Comic: For Puck’s SakeAdExchanger · adexchanger.com
• Future of Marketing Briefing: Creators had a big year. Christmas still went to the celebritiesDigiday · digiday.com
• By the numbers: Ad tech’s widening divide, as AppLovin surges and rivals struggle in Q3Digiday · digiday.com
• McDonald’s US CMO steps down as sales declineMarketing Dive · marketingdive.com
• 20VC x SaaStr: OpenAI Cuts to $1.25 Trillion, Anthropic’s Growth Goes From 12x to 2x, and Why Agents Are an Existential Risk to DoorDashSaaStr · saastr.com
• Lenovo NA CMO on telling the ‘full stack story’ through sportsMarketing Dive · marketingdive.com
• Why AI is complicating marketing centralizationMarTech · martech.org
• Marketing on Reddit: What you need to knowMarTech · martech.org

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