There’s a quiet shift happening in B2B that almost nobody is talking about.
Not in press releases.
Not in vendor webinars.
Not even in the loudest ABM influencer threads.
But it’s everywhere if you look closely:
ZoomInfo’s firmographic taxonomies inside The Trade Desk
6sense audience syncing straight into CTV and omnichannel pipes
FunnelFuel cleanrooming account, persona, intent and firmographic data into curation and DSPs like TradeDesk
Demandbase pushing ABM audiences into Reddit Ads Manager
ID5 + TrueData bulking up the identity layer behind all of this
And CTV quietly becoming the highest-ROI channel in enterprise B2B - a lot more to come on this one because it’s really caught my eye
A new architecture is emerging — one where your GTM data is the media network.
Not metaphorically. Literally.
Your ABM vendor identifies the accounts.
Your identity vendor resolve…
