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

Customers can now use Channel99 pixels to track efficiency, reach, engagement and impact across a range of campaign channels.

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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.

Dig deeper: 15 cutting-edge tools every B2B marketer should know

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.

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About the author

Kim Davis
Staff
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.

Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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