A new report has cast fresh doubt on the effectiveness of leading digital ad verification vendors, raising concerns among B2B marketers over the reliability of tools designed to prevent wasted ad spend on bot traffic.
B2B marketers are navigating mounting pressures in 2025, with economic uncertainty cited as the biggest challenge to pipeline growth this year, according to new research from Pipeline360.
In 2025, marketers must engage prospects across a longer, self-directed buyer’s journey, providing the right content and touchpoints from the first hint of interest all the way to conversion.