Marketbridge Acquires Channel99 to Expand B2B Advertising Analytics and AI Search Visibility

Marketbridge Acquires Channel99 to Strengthen B2B Marketing Technology

Marketbridge, a B2B marketing and growth consultancy, has acquired Channel99, a marketing technology company specialising in B2B advertising measurement and attribution. Announced on October 27, 2026, the acquisition marks Marketbridge’s first purchase of a dedicated technology business.

The deal is intended to strengthen Marketbridge’s ability to connect marketing activities with measurable business outcomes. Financial terms of the acquisition were not disclosed.

Channel99 was founded in 2022 by Chris Golec, who previously founded Demandbase, a company known for its account-based marketing technology. The acquisition gives Channel99 access to Marketbridge’s enterprise client base and sales capabilities, while expanding Marketbridge’s technology offerings.

Connecting Advertising Performance With Revenue

Channel99 helps B2B marketers measure advertising performance across platforms such as Microsoft, LinkedIn, Google and Meta. Its technology connects account-level marketing activity with sales opportunities and pipeline development.

For B2B companies, measuring advertising effectiveness can be challenging because purchasing decisions often involve multiple stakeholders and extended sales cycles. Traditional campaign metrics, including impressions and clicks, do not always show whether advertising is influencing qualified opportunities.

Channel99 aims to help marketers understand which channels and campaigns engage target accounts and contribute to business outcomes.

The acquisition also supports Marketbridge’s broader strategy of combining marketing services, analytics, data and technology within an integrated business model.

Marketbridge Launches AI Visibility Solution

Alongside the acquisition, Marketbridge and Channel99 introduced AI Visibility, a solution designed to help B2B organisations understand and improve how their brands appear in AI-generated search results.

As buyers increasingly use tools such as ChatGPT, Google AI Mode, Microsoft Copilot and other AI platforms to research products and services, brands need new ways to measure their visibility beyond traditional search engine rankings.

The solution is designed to help companies assess how their brands, products and content appear in AI-generated answers and compare their visibility with competitors.

It also aims to connect AI search performance with other marketing channels, account engagement and sales pipeline data. This can help marketers evaluate AI search alongside paid search, paid social, content syndication and other demand-generation activities.

Moving Beyond AI Search Rankings

Many AI visibility tools focus on brand mentions, rankings and citations. However, these indicators alone cannot establish whether AI search activity contributes to sales.

Channel99’s approach is to connect AI visibility measurement with broader marketing attribution. The longer-term objective is to develop a framework that helps businesses understand how AI search performance relates to conversions and revenue.

This could help B2B marketers make more informed decisions about content, audience targeting and marketing investment.

However, connecting AI search activity to revenue remains a measurement challenge, particularly when buyers interact with multiple channels before making a purchase.

A Technology-Enabled Future for B2B Marketing

The acquisition reflects a wider shift in the marketing industry, where agencies and consultancies are combining service expertise with proprietary technology to improve measurement and campaign performance.

For Marketbridge, Channel99 adds a technology platform that can be integrated into its existing marketing and consulting services. For Channel99, the deal offers a route to scale its product through an established enterprise sales organisation.

As AI changes how businesses discover brands and evaluate solutions, B2B marketers will increasingly need measurement frameworks that connect visibility, engagement and pipeline outcomes.

The success of this acquisition will depend on how effectively Marketbridge and Channel99 help clients turn these new insights into practical marketing decisions and measurable business growth.