"Channel99's View-Through Technology: Improving B2B Campaign Efficiency"

Channel99, the B2B performance marketing platform, has launched its new “view-through” technology for digital campaigns. The technology uses a universal, cookie-free impression pixel that customers can add to digital campaign content to track reach, engagement and impact. The aim is to distinguish efficient channels for messaging customers and eliminate the waste of those channels that are ineffective.

The pixel can be deployed on digital campaigns run on platforms including Demandbase, Google, HubSpot, Marketo, Microsoft and Outreach. The announcement follows the launch of technology enabling connections to websites, CRM systems and spreadsheets in September.

Channel99’s capabilities offer the prospect of an objective, third-party view of campaign efficiency in contrast with results reported by individual channels. Pixel technology has already been used in B2C, said Channel99 founder Chris Golec, but primarily to distinguish human and non-human impressions and evaluate viewability. In a B2B context, marketers need to reach specific, targeted accounts and understand the impact of channels on sales pipeline and deals.

A technology that offers vendor-agnostic reporting on what is and isn’t working in campaigns to reach those accounts should allow more efficient investment of marketing budgets. The Channel99 roadmap includes an extension of the view-through technology to publishers, video platforms, CTV and social media. It will also add to industry benchmark data, enabling comparison of campaign performance with industry standards. Finally, there’s talk on a generativeAI solution that would respond to prompts about most effective marketing investment.

Channel99’s view-through technology provides technology-savvy business professionals with an opportunity to use an objective, third-party view of campaign efficiency. This could improve the efficiency of their marketing budgets and enable them to better understand the impact of specific channels on sales pipelines and deals. The technology can be deployed on multiple digital platforms, and the Channel99 roadmap includes an extension of it to publishers, video platforms, CTV and social media. It will also add to industry benchmark data, allowing comparison of campaign performance with industry standards. Finally, there is talk of a generative AI solution which would respond to prompts about the most effective marketing investments.

Originally reported by Martech: https://martech.org/channel99-launches-view-through-pixel-technology-for-digital-b2b-campaigns/
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