The State of
B2B Media Technology
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KEY INDUSTRY SHIFTS
SENIOR INDUSTRY VOICES
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What's Inside?
Everything shaping B2B media right now.
From how advertisers are changing what they will pay for, to what first-party data actually means as a business asset — this whitepaper covers the shifts that are already underway and what leading publishers are doing about them.
"2026 invites B2B media publishers to rebuild around what they ought to know best: their audiences."
"Publishers that can prove downstream outcomes — meetings, pipeline influence — will win budgets as ad CPMs commoditize."
Joe Haddock
Chief Digital Officer | CyberRisk Alliance
"Smart media brands will use technology to pull [data] together for the content creators, sales teams, marketers, clients and audience. We need to get our arms around all the inputs to create intelligent outputs."
Sandy Almendarez
Vice President, Content | Informa
"Publishing has been declared “dead” many times before — through Panda, GDPR, the rise of programmatic advertising, and every major platform shift — and each time the industry has adapted.
"Your audience is probably your most valuable asset, and the more you know about them, the more value you can provide — to them and to sponsors — which in turn means the more they'll both pay to keep you around."
Holly Nester
Director, Product Growth | Watt Global Media
John Challice
SVP Business Development | Hum