Proving Ad Impact in 2026

Episode notes

This roundtable explores how B2B teams can use modern demand strategies, B2C channels, and incrementality testing to prove true ad impact in 2026. The conversation highlights omni-channel expansion beyond LinkedIn, data-driven measurement, and practical ways to validate lift across pipeline and revenue. Speakers and Roles Matt Sciannella – Host and practitioner running paid media for multiple B2B clients; shares real client use cases, lift results, and practical frameworks for measurement and experimentation. Keith Putnam-Delaney – CEO of Primer; former Dropbox growth leader; expert in B2B expansion into B2C channels, audience targeting, mobile–desktop measurement problems, match rates, and lift testing. Authority: Both speakers bring hands-on experience running B2B paid programs at scale and deep insight into attribution limits, ABM constraints, and cross-channel growth strategies. Topics Covered Rising costs and saturation in traditional B2B channels (LinkedIn, Google). Why B2B brands must expand into B2C channels like Meta, YouTube, Reddit, TikTok. Mobile vs. desktop measurement gaps and cross-device limitations.