Marketbridge buys Channel99 to connect marketing measurement with its services

Marketbridge is buying a technology foundation for its marketing services business, rather than folding away the acquired brand. On October 28, 2026, it announced the acquisition of Channel99, a business-to-business marketing measurement platform. Channel99 will keep its name and founder at the helm as Marketbridge seeks to connect performance data with work for clients.

From measuring performance to acting on it

Channel99 connects digital marketing activity at the account level—meaning individual business customers—with sales opportunities and pipeline, the potential deals a company is pursuing. Its role is to give marketers a clearer view of which activity is influencing sales prospects, rather than treating marketing performance as separate from sales.

Marketbridge describes that software and data as a foundation for its existing measurement, analytics, consulting, media and agency services. The proposed division of labor is straightforward: Channel99 identifies performance patterns and opportunities; Marketbridge supplies the people and services to respond.

The company also says the acquisition strengthens its ability to use AI to recommend marketing channels and vendors for reaching particular business audiences. That is Marketbridge’s stated case for the combination, not a demonstrated improvement in clients’ results.

This acquisition is an important foundation in our broader strategy to extend technology, data and AI capabilities at a time when B2B brands need innovation the most.

Bob Ray, Marketbridge CEO

Channel99 keeps its identity and leadership

Channel99 will operate as “Channel99, a Marketbridge company,” retaining its product identity and market presence. Founder Chris Golec will continue leading the business and report directly to Marketbridge CEO Bob Ray. Mark Yatman, Channel99’s vice president of product and engineering, and his team will also join Marketbridge.

Golec founded Channel99 in 2022 after founding and leading Demandbase. His background includes account-based marketing, an approach focused on specific business customers. The acquisition therefore brings both the measurement platform and its product leadership into Marketbridge, while leaving Golec responsible for the acquired business.

Marketbridge says it has more than 350 staff across North America and Europe and serves clients worldwide, from Fortune 1000 enterprises to venture-backed businesses. Its acquisition announcement did not disclose the purchase price or other financial terms.