Adtech must adapt to unseen B2B buying channels

2026-10-27

B2B buying decisions are increasingly being made through channels that adtech cannot measure, such as AI-assisted research, private conversations and dark social sharing, writes Sojourn Solutions' Margarita Savytska. The shift creates a significant measurement gap, as traditional adtech excels at tracking visible actions like impressions and clicks but fails to capture the true influence of these invisible channels, Savytska writes.

AAF SmartBrief

Designed specifically for advertisers, agencies and media companies, AAF SmartBrief is a free, daily email newsletter. By providing the latest need-to-know industry news and information AAF SmartBrief saves you time and keeps you smart.

SUBSCRIBE