What mattered in B2B this week, across adtech, ABM, identity, GTM, and buyer behaviour — and how to think about it.
🚨 This Week’s Macro Signal
B2B stacks are optimising harder — yet yet learning slower
This week had the familiar “we’re back” energy: curation, attention metrics, agentic AI for ABM, and another set of vendor promises about performance partnerships.
But the real signal wasn’t the announcements. It was the gap between:
what platforms claim is measurable now, and
what operators say they can actually prove in the wild
This is the early 2026 paradox: more tooling, more signals, more automation — but slower conviction.
Receipts (macro context):
Digiday – Agencies push curation upstream, reclaiming control of the programmatic bidstream – https://digiday.com/marketing/agencies-push-curation-upstream-reclaiming-control-of-the-programmatic-bidstrea…
