At MTA, Chitra  creates research-based content that reflects the dynamics of the martech industry. She  also lends her expertise to help plan and execute diverse campaigns, events & content strategies on the MTA platform, based on unique client needs.  With over 15 years of experience in strategic marketing and communications, she has a great grasp on the way  marketing professionals approach technology, their need to evolve and transform as marketers in the digital age, and the challenges therein.

Specializing in Content Strategy, Digital Marketing and Loyalty Marketing; and having worked on both the marketer and the vendor side,  Chitra has a knack for writing about martech  in a way that simplifies this complex landscape for the end-reader, while still addressing the depth and layers of the subject. Chitra has studied media and communications at the London School of Economics and Political Science, UK, and worked at blue chip companies including Timken, Tata Sky and Procter & Gamble (P&G).

Programmatic advertising is not something B2B marketers took to at once. In fact, the original avatar wasn’t even conducive to B2B buyers, who valued relevant exposure and high engagement versus maximum exposure and clicks.

But now, programmatic adtech is evolving and its becoming increasingly relevant for B2B marketers and advertisers too. We explore some important aspects of the changing B2B-programmatic equation.

Programmatic is the best way to reach the maximum number of people at the best possible cost – but that also means low quality of reach and poor engagement. B2B advertisers didn’t think it made sense to them. Read more from…

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