Observed Signal · Oct 28, 2026 · M&A - Announced · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
Marketbridge Acquires B2B Advertising Tech Channel99
B2B marketing firm Marketbridge has announced the acquisition of Channel99, a B2B advertising and attribution technology company. The terms of the deal were not disclosed. Channel99, founded in 2022 by Chris Golec, is not a traditional open-web DSP but operates across platforms like Microsoft/LinkedIn, Google, and Meta. Marketbridge CEO Bob Ray highlighted Channel99's role as an agentic search analytics provider, helping clients compare their visibility in LLM chatbot responses and assess the impact of paid media on agentic search platforms. The acquisition marks Marketbridge's first true technology business, adding to its portfolio of agencies and consultancies. Golec, who also founded Demandbase, was persuaded by Ray's vision of becoming a technology-enabled service company, stating the alignment gives them speed in the marketplace.
This acquisition signifies a trend of service companies moving into technology ownership to enhance their capabilities, particularly in the emerging area of agentic search and B2B advertising. It shows the convergence of marketing services and specialized tech, which could reshape how B2B marketing is executed.
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Key Takeaways & Evidence Grounding
- Marketbridge acquires B2B tech company Channel99.
- Deal terms were not disclosed.
- Channel99 was founded in 2022 by Chris Golec.
- Channel99 operates as a specialized DSP for B2B across platforms like LinkedIn, Google, and Meta.
- Marketbridge CEO Bob Ray cites Channel99's agentic search analytics as a key capability.
Connected Companies & Entities
4 Entities mapped“Channel99 is a B2B advertising and attribution tech company founded in 2022 by Chris Golec.”
“Chris Golec was also founder and CEO of incumbent B2B demand-side platform Demandbase.”
“Dentsu acquired DWA in 2017 as Merkle's B2B arm, where Ray and Golec overlapped.”
“Dentsu acquired DWA in 2017 as Merkle's B2B arm, where Ray and Golec overlapped.”
Ontology Mapping & Concepts
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