Observed Signal · Mar 4, 2026 · Interview · Source: https://martech.org/feed/ · Impact: 2/5 · Sentiment: Positive
Unlock B2B Potential with Connected TV Advertising
MarTech published a March 4, 2026 interview episode with Chris Modzelewski, EVP of ad solutions and data monetization at Intentsify, that examines how connected TV (CTV) is opening new targeting and reach opportunities for B2B marketers. The piece outlines the evolution of CTV—bringing online-style targeting to television—while noting barriers such as creative differences for TV spots and opaque measurement. The episode covers practical topics including current CTV state, measurement approaches, where CTV fits in B2B strategies, hiring trends, and anticipated CTV topics for the coming year. The article is hosted on MarTech (owned by Semrush) and authored by Mike Pastore of Third Door Media.
Practical guidance on CTV adoption and measurement for B2B marketers is useful for industry practitioners but does not represent a platform policy, technical release, or major market-moving event.
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Key Takeaways & Evidence Grounding
- Article published March 4, 2026 on MarTech.
- Features an interview with Chris Modzelewski, EVP, ad solutions and data monetization at Intentsify.
- Discusses CTV enabling online-style targeting for TV and opportunities for B2B marketers.
- Highlights persistent barriers: TV creative requirements and challenges in CTV measurement.
- MarTech is owned by Semrush; author Mike Pastore is Head of Content & Media at Third Door Media.
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Maximize B2B CTV Impact with Smart CRM Targeting
This MarTech how-to explains how B2B marketers can use CRM data to reach relevant audiences on connected TV (CTV). It argues that CRM quality is essential for B2B targeting because buyer groups are small and purchase windows narrow; only ~5% of a B2B audience is in-market at any time, so CTV is best used for brand lift, education and awareness rather than direct response. Practical tactics include matching business emails to home emails or IPs via data partners (the article names RevOptimal), building device-graph and firmographic audiences, creating lookalike company lists, and retargeting based on high-intent site behavior or contract renewal timing. The author notes CRM readiness is the gatekeeper for testing CTV and recommends allocating at least $10,000 for a test campaign with appropriate expectations.
OpenAI Enhances ChatGPT Ads with Image Formats and Measurement
OpenAI is expanding ChatGPT Ads with a new visual display ad format during image generation, launching in the U.S. in October 2026. These ads will be clearly labeled and separate from content, ensuring they do not influence responses. Monetizing its free and low-cost tiers, OpenAI targets its 1.2 billion weekly users. Measurement is enhanced through partnerships with Kochava, Hightouch, Tealium, and LiveRamp for conversion data, and attribution partners including AppsFlyer, Triple Whale, Adjust, Rockerbox, Northbeam, and Branch. Geo-based incrementality remains experimental with Haus, Measured, and WorkMagic. Brand suitability pilots with DoubleVerify and IAS evaluate safety rules without accessing conversations. Early results show strong performance, such as WeightWatchers' lower cost per acquisition and Dose's high incremental purchase rate, aiming to unlock larger ad budgets despite limited inventory.
Search Engines Outpace AI Chatbots by 20x
An analysis by data provider OneLittleWeb of traffic across 10,171 websites in June 2026 shows that search engines still dominate website visits, drawing 162.19 billion visits (57.2% of tracked traffic) compared to just 8.26 billion for AI chatbots (2.9%). This makes search engines nearly 20 times more popular than all AI chatbots combined. Google alone recorded 98.19 billion visits, while ChatGPT had 5.32 billion, holding 64% of the chatbot segment. Both categories saw declines from the previous month, with chatbots dropping faster. The study, based on browser visits estimated from Semrush and Ahrefs, excludes app usage, which may undercount AI assistant usage. As Google integrates AI features into search, the line between search and chat continues to blur, but search engines remain the primary gateway to the web.
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