Archive - The B2B Stack

The Last-Touch Attribution Lie

B2B attribution was built for one buyer. Forrester puts your average buying committee at thirteen stakeholders. Here's what breaks, and what replaces…

Oct 5 • Mike Harty

The Account Reporting Layer Brand Advertisers Keep Throwing Away

Every B2B programmatic campaign can reveal, at account level, which companies are quietly researching you. Most reporting setups throw that signal away…

Oct 2 • Mike Harty

September 2026

Programmatic Advertising Was Built for B2C. Most of It Still Isn't Built for B2B

BUT with the right upgrades, it can be the most powerful show in town

Sep 28 • Mike Harty

The CIO You're Targeting Might Not Exist

Using Signals not pre-canned Job titles to find each companies buying committee

Sep 25 • Mike Harty

Connected TV (CTV) for B2B: When It Builds Brand Memory and When It Backfires

The Living Room Tax That No Vendor Wants To Pay

Sep 21 • Mike Harty

Segment vs Signal: How To Actually Run B2B Programmatic Advertising & Engage The Buying Committee

Most people running B2B programmatic think their data is precise because it has a job title attached to it.

Sep 14 • Mike Harty

The Xerox Strategy: Why B2B's Best Answer To The Dark Funnel Is Becoming A Verb, Not Just A Vendor

How to run ads across the modern surfaces to make it happen

Sep 7 • Mike Harty

August 2026

The DOOH Paradox: 46% Of B2B Already Buys Billboards. Almost None Buy Them Right.

Here is how to bring ABM thinking to the oldest channel in the ad game

Aug 31 • Mike Harty

The Account Graph Is Not an Identity Graph

& why the account graph is critical if you want to run proper B2B advertising

Aug 24 • Mike Harty

The Consent Tax

Cookie banners were meant to protect your data. A decade on, they're gutting the publishers who fund the open internet, and AI is about to make it…

Aug 17 • Mike Harty

Native Advertising Didn't Die. Now It's Signal-Aware And Back On Plan

Here is how to pick the right native ad placements and leverage it alongside display to win hearts and minds in the dark funnel

Aug 10 • Mike Harty

Running Account-Based Advertising Globally: The Regional Fault Lines Nobody's Mapped Yet

A reader asked recently whether we could offer a point of view on trends, audience behaviour, messaging and regional nuance across markets.

Aug 4 • Mike Harty

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