Channel99 launches “view-through” pixel technology for digital B2B campaigns

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.

A pixel to track campaign efficiency. 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.

As previously reported, Channel99 supports its offering with an account ID network compiled through partnership with a number of ABM vendors and thus broader than the ID graphs of the individual vendors themselves (Channel99 is not competitive with ABM vendors).

Why we care. 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.

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What’s next? 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.