The Signals Era: Why B2B Adtech Needs a Probability Mindset
Clicks lied. Cookies died. Now the future is probabilistic. Welcome to the Signals Era.
Section 1: From Determinism to Probabilistic B2B
For the past decade, B2B marketers were promised certainty: exact matches, perfect attribution, clear conversions. But the underlying infrastructure - cookies, deterministic CRM matches, tracking pixels - was never built to scale in enterprise buying cycles, nor withstand a world shifting rapidly toward pr…
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