Marketbridge Launches AI Visibility Tool for Marketers
Marketing agencies will now integrate AI-tracking tools to capture lead data as B2B buyers shift toward AI research.
Updated on Oct. 28, 2026 in Advertising
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Marketing firm Marketbridge has acquired Channel99 and introduced an AI Visibility service to help businesses track how buyers use artificial intelligence to research vendors. The acquisition integrates Channel99 software into the broader Marketbridge technology platform.
Why it matters
Business buyers are increasingly turning to AI tools for vendor discovery, forcing marketing agencies to shift how they capture and analyze lead data. This integration allows companies to combine traditional marketing execution with the specialized analytics required to gain visibility in AI-driven search environments.
Marketbridge completed its acquisition of Channel99, an expansion that follows its 2024 merger with four other marketing specialist firms. The deal integrates Channel99 software into a technology foundation that combines consulting, marketing execution, and analytics.
The players
Marketbridge
A marketing agency that combines consulting, execution, and technology services for enterprise clients.
Channel99
A marketing technology firm focused on data tools for vendor visibility that now operates as a division of Marketbridge.
Bob Ray
The current CEO of Marketbridge who assumed leadership in late 2025.
Chris Golec
The CEO of Channel99 who continues to lead the division under Marketbridge.
John Shomaker
The former CEO of Marketbridge who was succeeded by Bob Ray in late 2025.
The details
Marketbridge is folding Channel99 into its organizational structure, where it will operate as a distinct division. The firm is embedding Channel99’s software and data tools into its existing technology stack to support a new AI Visibility service. This tool is designed to monitor and optimize how vendors appear when potential clients use AI platforms to conduct pre-purchase research.
Timeline
2024: Marketbridge merged with four marketing firms.
Late 2025: Bob Ray succeeded John Shomaker as Marketbridge CEO.
October 28, 2026: Marketbridge announced the acquisition and service launch.
Market Landscape
This deal follows a broader trend of agencies seeking to adapt their attribution models to AI-assisted vendor research. It mirrors the industry-wide consolidation phase seen in 2024, where firms merged to build comprehensive technology foundations.
Marketing operators should evaluate whether their lead attribution models currently account for AI-driven research traffic. Firms should monitor how competitors are adjusting their visibility strategies to ensure they remain discoverable as AI search replaces traditional engines.
The takeaway
The rise of AI as a primary research tool is shifting the focus of B2B marketing toward technical visibility and proprietary data analytics. Operators should review their current marketing technology stack to determine if it can track buyer activity across AI-specific discovery platforms.
Further reading
For more on industry shifts, see our coverage of Advertising.
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