The B2B Stack Weekly News: Signals, Shifts & Scraps — November 14, 2025

Key moves in ABM, identity, programmatic and GTM — plus some fast thoughts.

Every week the B2B ecosystem shifts - sometimes quietly, then, BAM, all at once!

This is your recap of the signals that actually matter: the product releases, vendor moves, identity changes, and GTM shifts shaping 2026. I track the noise so you don’t have to.

Welcome to This Week in the B2B Stack — a new Friday format built to surface the real signal layer: what moved, what broke, what changed, and what’s quietly becoming huge.

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📰 This Week in B2B Stack News — Signals, Shifts & Scraps

Below is everything that actually mattered in B2B adtech, ABM, GTM, identity, and programmatic this week — distilled.

1. Identity & Supply Chain: Big Moves, Bigger Questions

ID5 acquires TrueData → identity consolidation heats up

A major move in the identity world: ID5 bought TrueData, combining probabilistic device-level data with demographic and offline attributes. This bulks up their cross-device graph across 1.5B users — a notable shift in the post-cookie identity race.

I feel that the world of alternative identifiers lost steam when the cookie clifftop tuned into the cookie off-ramp-slope - and the companies best placed to win had the rug pulled. I’m pleased to see the European/UK adtech scene in the spotlight here, with the guys at ID5 making moves and growing their footprint.

Why it matters:
For B2B buyers, the identity war isn’t “who replaces cookies”; it’s who can resolve accounts across devices, networks, and regions at scale — and map that back to buying committees. This acquisition edges closer.

Index Exchange vs Google → supply-side trust problems don’t fade

Between new cases and recurring allegations of auction bias, the SSP→DSP supply path is under more scrutiny than ever.

Why it matters:
B2B teams [at least should be] rely heavily on premium supply for signal quality. Every crack in the chain pushes buyers toward curation, private paths, and direct supply — where platforms like FunnelFuel already have an edge.

Index Exchange are heavyweight good guys in the SSP space, fanatical about avoiding fraud, blocking made for advertising (MFA) junk and generally driving quality. I’ll be watching this one closely

2. ABM Platforms: The Category Quietly Splits in Three

Demandbase crowned Gartner MQ “Leader” again

Demandbase is loudly celebrating the 2025 ABM Magic Quadrant, where they place furthest for “Completeness of Vision.” Expect that tile to be everywhere.

6sense launches RevvyAI, its big bet on agentic GTM

RevvyAI is positioned as their most significant product update ever and the clearest sign yet that 6sense wants to become the AI-first GTM operating system, not merely an ABM platform. This feels like 6Sense fracturing away from the ABM orchestrator layer towards this new vision - and comes at a time when the rumour mill puts them under some pressure

AdRoll + RollWorks unification deepens

RollWorks’ merge into the AdRoll ecosystem signals a clear narrative shift: ABM as a channel, not a category. Cheaper, activation-led, fast time-to-value. Players like StackAdapt have been pushing this agenda too and there’s more competition amongst the second tier DSP market who are moving to secure B2B budgets, feeling the squeeze from greater accessibility to the likes of TradeDesk, whose need to drive growth has led them to a reseller layer to support smaller business - the sorts who would have been prime Adroll/StackAdapt clients

Why it matters:
We now have three distinct ABM architectures:

• 6sense → agentic orchestration (enterprise)

• Demandbase → identity-rich backbone (mid→enterprise)

• Mid-market DSPs → ad-led ABM (SMB→mid)

Exactly the fault line we explored in “ABM Stack 2026”.

3. Programmatic & Channels: The Pipes Are Being Rewritten

StackAdapt moves aggressively into omnichannel orchestration

Three big announcements caught attention:

• Programmatic broadcast radio with iHeartMedia - opening up another channel of newly minted addressability, possibly with solid penetration rate as a background office listening channel.

• Guaranteed DOOH reservations via Broadsign & Branded Cities

• Martech Suite GA, linking programmatic engagement → triggered emails

Why it matters:
StackAdapt is becoming the pragmatic ABM DSP, encroaching on early/mid ABM use cases through full-funnel media + automation. Its rarely the friend of the elite ABM marketer, but works for those looking to dip a toe in the water without needing sophistication and acts as a launch pad for greater investment

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The Trade Desk highlights CTV as the engine of growth

Q3 results show strong YoY growth, mostly powered by CTV and retailer media networks.

Why it matters (for B2B):
We’re entering the era of account-based CTV — and early adopters will win the “share-of-mind” battle long before the click-based platforms catch up.

I have been getting excited about early results coming out of mapping attention metrics + CTV - as we explored here

4. Intent Data Keeps Heating Up

Intentsify, Anteriad & TechTarget all made noise this week

• Intentsify: Leaning hard on its Forrester Wave “Leader” status

• Anteriad: Claims +122% audience growth this year

• TechTarget: Pushing expanded permissioned buying committee intent

Why it matters:
The intent category is shifting from “we have data” to “we have scale + trust.”
But the real differentiator will be:
can they plug into account scoring, pipeline measurement, and multi-signal fusion?

This is where ABM platforms, DSPs, and first-party analytics stacks are still brittle.

5. Buyer Confusion = Comparison Content Explosion

The internet is now flooded with:

• 6sense vs Demandbase

• Demandbase vs RollWorks

• 6sense vs Terminus vs Metadata

• “Best ABM platforms for 2025”

• “AI-powered GTM platform shortlists”

Why it matters:
Confusion = opportunity.

Teams don’t want another comparison table — they want an architectural view.
That’s exactly where The B2B Stack wins: clarity about the shape of the stack, not just which logo to buy.

6. FunnelFuel Watch — Signals in Our Orbit

Evergreen content still circulating

I’m pleased to see the FunnelFuel analytics work continues to surface in B2B circles, especially across:

• Cookie deprecation threads

• Identity integrity discussions

• ABM measurement posts

FunnelFuel’s differentiated POV — curated B2B supply + account graph + analytics — continues to resonate as the market gets noisier.

🧠 Fast Takes

• Identity is consolidating faster than activation — the future belongs to the platforms that can resolve accounts, not just devices.

• ABM has split into three distinct architectures.

• Programmatic pipes are shifting from deal IDs to API-native curation.

• Intent vendors are repositioning around coverage + governance, not novelty.

• StackAdapt is emerging as the mid-market ABM media engine.

• The gap between agentic GTM storytelling and operational data reality is widening — fast.

• The B2B stack is fragmenting again… and that’s where the upside lives.

Founder Riff — What Hit Me This Week

B2B doesn’t move slowly — it moves quietly, then violently reshapes itself when no one’s paying attention.

This week, the tension between agentic GTM hype and messy operational reality came into full view.

I had a C-Suite contact say to me:

“If ABM platforms are so advanced, why are we still scoring accounts in spreadsheets?”

That line stuck with me.

It’s exactly why this newsletter exists: to cut through the promises, track the real signals, and show where the future is actually headed. Because vendors are shipping magic — and operators are still fixing tracking, wrestling with identity graphs, and comparing half-baked intent sources.

The gap is widening. And that’s where the next great companies (and compounders) will be built.