Channel99 makes B2B audience targeting automatic across LinkedIn and Google

Channel99 introduced functionality on December 11, 2025 that automatically creates and activates B2B audiences across major advertising platforms including LinkedIn, Google, Microsoft, Facebook, and YouTube. The AI-powered decision engine, founded by Chris Golec who previously established Demandbase, enables marketers to build target account lists and distribute them to multiple channels through a single-click activation process.

The San Francisco-based company positions the new dynamic audiences capability as a solution to financial inefficiency in B2B marketing. "Leveraging AI to recommend which channels make the most sense for a particular audience and desired outcome eliminates a lot of the financial inefficiency that exists in B2B today," Chris Golec stated in the announcement. The functionality connects Channel99's account identification system directly to activation endpoints across supported platforms.

Unified activation across fragmented channel ecosystem

The platform aggregates account engagement signals from website activity, G2, and LinkedIn into a unified system that generates audience recommendations. Marketers configure rules to create account lists segmented by funnel position: top-of-funnel programs connecting brand investments to lead generation, middle-of-funnel lists for pipeline acceleration with buyer groups, and bottom-of-funnel segments targeting decision-makers within specific deals.

Channel99's September 2025 integration with LinkedIn measures view-through attribution from organic and paid social programs and maps engagement through to pipeline impact. This measurement capability extends through the new dynamic audiences feature, enabling marketers to track how activated audiences perform across channels. The integration addresses measurement challenges that B2B marketers face when tracking organizations rather than individual leads through extended sales cycles.

Current platform integrations include LinkedIn, Google, Microsoft, Facebook, YouTube, and Audyence. Channel99 plans to expand activations to G2, TechTarget, The TradeDesk, NetLine, StackAdapt, and Reddit by the end of 2025, according to the announcement. The roadmap reflects the fragmented nature of B2B advertising infrastructure, where marketers manage campaigns across disconnected platforms without unified audience management capabilities.

John Flesher, Director of Marketing Operations at Tealium, explained the value proposition: "With Channel99, we're able to uplevel our reporting with a clear, trusted view of our channels, which is essential for the accurate attribution of digital spend. That clarity helps us improve the ROI of our digital investments, double down on key programs, and drive efficiency."

Account-based marketing infrastructure evolves beyond manual list management

B2B marketers traditionally build target account lists manually, export them to individual advertising platforms, and update each platform separately when account status changes. This process creates synchronization problems when accounts move between funnel stages or when sales teams provide updated information about deal status. Channel99's automation eliminates these manual steps by maintaining a single source of account data that distributes automatically to connected platforms.

The functionality differs from consumer-focused audience platforms that optimize for individual user targeting. B2B sales cycles involve buying committees of 6-10 people, according to LinkedIn research on company-level attribution. Channel99's account identification technology recognizes when multiple individuals from the same organization engage with marketing content, clustering their activity at the company level rather than treating each person as a separate lead.

Karl Van Buren, CEO of Audyence, characterized the integration as transforming brand investments into measurable pipeline activity. "Connecting and converting brand investments into top-of-funnel sales activity and pipeline has been a dream for way too long - now it is not only possible, but fully automated," Van Buren stated.

The automation extends to AI-based channel recommendations that suggest which platforms best suit specific audience characteristics and campaign objectives. Rather than requiring marketers to determine manually whether a particular account list should activate on LinkedIn versus Google, the system analyzes account attributes and recommends distribution strategies. This capability becomes significant as B2B advertisers increase LinkedIn investment, with the platform delivering 113% return on ad spend compared to Google Search's 78% and Meta's 29% in September 2025 benchmarks.

Attribution infrastructure supports multi-touch B2B measurement

Channel99's positioning as an "AI-powered decision engine" relies on attribution technology that tracks account engagement across channels and connects advertising exposure to pipeline outcomes. The company describes its offering as solving "long-standing attribution challenges" to fuel automated decision-making. This capability addresses problems that emerge when B2B marketers attempt to measure campaign effectiveness across sales cycles extending 200 days or longer, according to LinkedIn data.

The platform's "first-of-its-kind B2B ad verification" aims to confirm that advertisements reached intended business audiences rather than consumer populations. This verification layer addresses waste in B2B advertising budgets, where campaigns configured with business targeting parameters sometimes deliver impressions to non-business audiences. By identifying and eliminating these inefficiencies, Channel99 provides data that informs its AI recommendations about channel allocation and audience activation strategies.

Companies access Channel99 through a freemium model, connecting media channels, CRM systems, and intent providers without upfront costs. The platform supports integrations with more than a dozen data sources, according to the announcement. AI-native dashboards generate recommendations for campaign adjustments, audience modifications, and media mix optimization based on performance data aggregated across connected systems.

Channel99 also provides data export capabilities for customers using customer data platforms or data warehouses. This interoperability ensures that organizations with existing martech infrastructure can incorporate Channel99's insights without replacing systems they have already deployed. The flexibility reflects industry patterns where marketing technology consolidates around unified platforms that reduce complexity while maintaining specialized capabilities.

Demandbase founder returns to account-based marketing category

Chris Golec founded Demandbase and pioneered the account-based marketing category before establishing Channel99. Demandbase acquired Engagio in 2023 to strengthen its B2B marketing platform position, and the company offers certification programs that have trained more than 7,000 professionals in ABM methodologies. Golec's experience building category-defining software informs Channel99's product strategy, which targets the gap between brand advertising investments and measurable pipeline outcomes.

The company's investor backing includes Jackson Square Ventures, Industry Ventures, Norwest Venture Partners, Geek Ventures, Ridge Ventures, and Marin-Sonoma Impact Ventures. Bob Spinner, Managing Director at Jackson Square Ventures and Channel99 board member, previously stated: "We believe Channel99 is uniquely positioned to pioneer the next wave of B2B marketing because we've seen firsthand how Chris can establish, manage, scale and lead a company to category ownership."

Channel99 positions itself for mid-market and enterprise customers that require sophisticated attribution and optimization capabilities beyond what individual advertising platforms provide natively. While Google, LinkedIn, and Amazon have introduced their own AI-powered campaign assistants for automation and optimization, these tools operate within platform boundaries. Channel99's cross-platform orchestration addresses the reality that B2B marketing programs distribute budget across multiple channels that require coordinated audience management.

The dynamic audiences functionality builds on Channel99's core attribution engine by providing action-oriented outputs rather than purely analytical insights. Marketers can view recommendations about which accounts to target and immediately activate those audiences across preferred channels without manual export and upload processes. This connection between insight and activation distinguishes decision engines from analytics platforms that identify opportunities but require separate tools to implement recommended changes.

LinkedIn integration drives Channel99's go-to-market strategy

Channel99's September 2025 LinkedIn integration provides view-through attribution measurement that tracks how organic and paid LinkedIn activity influences pipeline development. This capability aligns with LinkedIn's July 2025 revenue attribution enhancements that introduced company-level measurement directly in Campaign Manager, enabling marketers to track campaign influence from first touch to closed deals. LinkedIn subsequently launched its Company Intelligence API in September 2025, enabling certified attribution partners including Channel99 to access organization-level engagement data.

The technical relationship between Channel99 and LinkedIn demonstrates how specialized attribution platforms extend native platform capabilities. LinkedIn provides company engagement signals through its API, Channel99 combines this data with signals from other channels and CRM outcomes, and the resulting insights flow back to LinkedIn as optimized audience segments for activation. This bidirectional data flow creates feedback loops where campaign performance on LinkedIn informs audience composition, which affects subsequent LinkedIn campaign results.

LinkedIn's introduction of data-driven attribution in December 2024 provided additional measurement capabilities that Channel99 can incorporate into its decision engine. The convergence of platform-native attribution tools and third-party decision engines raises questions about whether marketers will prefer integrated platform solutions or best-of-breed specialized tools that work across multiple platforms.

Industry data suggests B2B marketers increasingly prioritize sophisticated measurement capabilities. Research published on PPC Land shows 78% of B2B chief marketing officers report that proving return on investment has become more critical, yet attribution strategies remain inadequate for complex buying journeys. Channel99's positioning addresses this gap by providing measurement infrastructure designed specifically for B2B sales cycles rather than consumer purchase patterns.

Multi-channel activation addresses B2B fragmentation challenges

The dynamic audiences feature tackles operational complexity created by managing separate audiences across LinkedIn, Google, Microsoft, Facebook, YouTube, and emerging B2B advertising platforms. Each platform maintains its own audience management interface with different data formats, upload requirements, and refresh schedules. Channel99 standardizes this process by maintaining a single audience definition that distributes to all connected platforms automatically.

This orchestration becomes particularly valuable when account status changes require audience updates across multiple platforms. When a sales team closes a deal with a target account, that organization should move from prospect audiences to customer audiences across all active campaigns. Manual processes require exporting updated lists and uploading them to each platform individually, creating opportunities for errors and synchronization failures. Channel99's automation ensures that account status changes propagate to all platforms simultaneously.

The AI recommendation layer adds strategic value beyond operational efficiency. Rather than simply distributing identical audiences to all platforms, Channel99 analyzes account characteristics and suggests which platforms best match specific targeting objectives. An audience of early-stage prospects in healthcare might receive different channel recommendations than an audience of late-stage financial services buyers, based on performance data aggregated across Channel99's customer base and individual account history.

Platform selection significantly impacts B2B campaign economics. LinkedIn delivers 113% ROAS with €154 cost per company influenced, compared to Meta's €299 and Google Search's €222, according to September 2025 benchmarks from Dreamdata. Channel99's AI recommendations can incorporate these performance differentials into activation strategies, directing high-value accounts to platforms with superior B2B effectiveness metrics.

The planned expansion to G2, TechTarget, The TradeDesk, NetLine, StackAdapt, and Reddit by end of 2025 reflects the broadening B2B media landscape beyond traditional platforms. G2 provides intent signals from software buyers researching products, TechTarget reaches IT decision-makers through specialized publications, and The TradeDesk enables programmatic B2B campaigns. Channel99's aggregation approach recognizes that effective B2B marketing requires presence across this fragmented ecosystem rather than concentration on any single platform.

Clean room infrastructure enables privacy-compliant data collaboration

Channel99's technical implementation must navigate privacy regulations while enabling effective audience targeting. The platform's status as a certified LinkedIn attribution partner through the Company Intelligence API indicates compliance with data handling requirements that protect individual privacy while enabling company-level analysis. This architecture mirrors clean room technologies that major platforms deploy to enable advertiser-publisher collaboration without sharing personally identifiable information.

The integration pattern where Channel99 ingests signals from multiple sources, processes them in a secure environment, and outputs aggregated audiences to activation platforms represents industry best practices for privacy-preserving marketing technology. Individual user behaviors remain anonymous while company-level patterns become visible, enabling account-based targeting without violating privacy principles.

Data portability requirements in GDPR and similar regulations create opportunities for platforms like Channel99 that aggregate information across systems. B2B marketers accumulate data in CRM systems, marketing automation platforms, website analytics, and advertising channels. Channel99's value proposition includes unifying these disconnected datasets into actionable intelligence, addressing the reality that comprehensive customer views require synthesis across multiple tools.

The platform's AI-native dashboards process aggregated data to identify patterns that wouldn't be visible from any single source. A target account might show low engagement on LinkedIn but high intent on G2, or demonstrate strong website activity without converting paid advertising clicks. Channel99's cross-channel analysis surfaces these patterns and recommends appropriate responses, whether increasing LinkedIn investment, activating G2 advertising, or adjusting website conversion paths.

Free account model lowers adoption barriers for mid-market companies

Channel99's offer of free accounts with immediate access to platform features reflects SaaS industry patterns where companies reduce friction for initial adoption and monetize through usage expansion or premium capabilities. Mid-market B2B companies typically lack enterprise budgets for comprehensive martech stacks, creating demand for efficient solutions that deliver results without requiring extensive professional services implementations.

The claim that organizations can connect more than a dozen integrations "in a matter of minutes" suggests that Channel99 has invested in connection infrastructure that reduces technical complexity. Traditional marketing analytics implementations often require weeks of configuration and data mapping before producing useful insights. Channel99's rapid deployment model enables faster time-to-value, which improves adoption rates among companies evaluating whether to invest in sophisticated attribution capabilities.

High-growth mid-market companies and global enterprises represent Channel99's target segments. These organizations typically run multi-channel B2B marketing programs with sufficient budget to benefit from optimization but may lack the internal expertise to build custom attribution infrastructure. Channel99 provides productized capabilities that would otherwise require data science teams and custom development, democratizing access to advanced marketing technology.

The platform's ability to reduce labor while increasing operational efficiency addresses a critical challenge for marketing operations teams. As AI agents automate increasing portions of campaign management workflows across Google Ads, Amazon, and other platforms, marketers face pressure to demonstrate productivity improvements while maintaining or improving results. Channel99's automation of audience activation and optimization supports this efficiency mandate.

Timeline

• September 2025: Channel99 announces integration with LinkedIn for view-through attribution measurement from organic and paid social programs mapped to pipeline impact
• September 2025: LinkedIn launches Company Intelligence API enabling B2B marketers to track entire organizations through certified attribution partners including Channel99
• September 2025: Dreamdata research shows LinkedIn ads deliver 113% ROAS for B2B marketers, outperforming Google Search at 78% and Meta at 29%
• December 11, 2025: Channel99 launches dynamic audiences functionality with one-click activation across LinkedIn, Google, Microsoft, Facebook, YouTube, and Audyence
• Late 2025 (planned): Channel99 expansion to G2, TechTarget, The TradeDesk, NetLine, StackAdapt, and Reddit integrations

Related developments

• July 2025: LinkedIn enhances revenue attribution with company-level measurement enabling marketers to track campaign influence from first touch to closed deals
• December 2024: LinkedIn adds advanced attribution and lead optimization features including data-driven attribution modeling
• November 2025: Major advertising platforms merge behind AI agents as Google, Amazon, and others launch conversational campaign management tools
• August 2025: AdRoll unifies brand with AI assistant consolidating RollWorks as AdRoll ABM while introducing conversational campaign management

Five Ws summary

Who: Channel99, an AI-powered B2B marketing decision engine founded by Chris Golec who previously established Demandbase and pioneered the account-based marketing category. The company serves mid-market and enterprise B2B marketers including Tealium and partners with Audyence for lead generation and content syndication.

What: Launch of dynamic audiences functionality that enables one-click activation of B2B target account lists across LinkedIn, Google, Microsoft, Facebook, YouTube, and Audyence, with planned expansion to G2, TechTarget, The TradeDesk, NetLine, StackAdapt, and Reddit. The platform aggregates account engagement signals from website activity, G2, and LinkedIn, applies AI recommendations for channel selection, and automatically distributes audiences to connected platforms while maintaining attribution tracking from first touch through pipeline impact.

When: December 11, 2025, building on Channel99's September 2025 LinkedIn integration for view-through attribution measurement and LinkedIn's September launch of the Company Intelligence API that enables certified partners to access organization-level engagement data.

Where: Available through Channel99's web-based platform at channel99.com with free account access, targeting B2B marketers in North America initially with integration infrastructure supporting LinkedIn, Google, Microsoft, Facebook, YouTube, and programmatic platforms. The announcement originates from San Francisco with backing from Jackson Square Ventures, Industry Ventures, Norwest Venture Partners, Geek Ventures, Ridge Ventures, and Marin-Sonoma Impact Ventures.

Why: Addresses financial inefficiency in B2B marketing where manual audience management across fragmented platforms creates synchronization problems, delayed optimization, and measurement gaps across sales cycles averaging 200+ days with buying committees of 6-10 people. The automation eliminates manual list exports and uploads while AI recommendations optimize channel selection based on account characteristics and performance data, tackling the reality that 78% of B2B chief marketing officers report increased pressure to prove ROI yet lack adequate attribution strategies for complex buying journeys.