Transforming B2B Targeting: The Shift of Ad Budgets towards Social and CTV in the Age of Precision

Chris Modzelewski, EVP of Ad Solutions and Data Monetization at Intentsify, forecasts three pivotal changes in B2B advertising for 2026. First, search budgets are shifting from traditional platforms to paid social, audio, connected TV (CTV), and digital out-of-home channels due to the pressures of generative AI, which is transforming how consumers seek information. Second, B2B targeting techniques are becoming more advanced, leveraging solution-level intent and buying group targeting to engage decision-makers effectively throughout the customer journey. Third, AI tools are expected to undergo a reality check, showcasing limited capabilities primarily for chatbot-enabled data exploration rather than full campaign management. These trends indicate a significant transition in digital marketing strategies, compelling professionals to adjust their channel allocations and data utilization as they adapt to changing buyer behaviors and heightened performance expectations. Marketers must prioritize measurable results to thrive in this evolving landscape.

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