Better Signals, Better Outcomes: Advancing B2B Growth in a Fragmented Data Market

Navigating A Fragmented Ecosystem

As third-party cookies decline, publishers are being forced to rethink how they manage and monetize their data. Many have relied on external platforms for years, giving up visibility and control in the process. Buyers (advertisers) are dealing with a different version of the same problem. They are expected to deliver performance, but often with partial data and limited transparency into what is actually working. Jonathon described a market that is overwhelmed by options. New identity solutions continue to emerge, each promising better targeting or measurement. Few deliver consistent, repeatable results. GrowthCode was built to simplify that environment. For publishers, it integrates multiple identity signals into a single framework so they can evaluate which partners are driving value. For advertisers, it improves the quality and consistency of the signals used for targeting and optimization. The objective is straightforward: improve signal integrity so both sides perform better.

Execution and Time-to-Impact Are Key

When it comes down to what most commonly stalls growth efforts, strategy is rarely the issue. More often it’s execution. This becomes more pronounced at the enterprise level. As organizations scale, coordination becomes more complex. Legal and compliance reviews expand and timelines stretch. The result is slower decision-making at a time when speed matters more than ever. In contrast, smaller teams often move quickly. They test, learn, and adapt without as much friction. Larger organizations have more resources, but they also have more complexity to manage. Jonathon’s point of view is that solutions must show value quickly. If performance doesn’t improve within weeks, the investment is questioned. That expectation is consistent with what we see across B2B marketing. Time-to-impact is now a key performance metric.

The Shift from Scale to Signal Quality

For years, growth strategies focused on scale, including more reach, more impressions, and more data. That approach is no longer sufficient, and that’s why the focus is shifting toward signal quality and consistency. At OMI, we see this shift every day. Marketers are less concerned with how many people they can reach and more focused on whether they’re reaching the right people—those who are part of actual buying groups and have the potential to influence decisions. GrowthCode addresses this by giving publishers insight into which identity signals are performing and which aren’t. Many are running multiple ID solutions but lack the ability to compare outcomes in a meaningful way. On the buy side, higher-quality signals enable more precise targeting and more efficient spend. Agencies and DSPs can optimize with greater confidence because the data is more consistent. Better inputs drive better outcomes. That principle has not changed. The difference is that the margin for error is much smaller today.

AI Is Changing the Workflow, Not the Objective

AI is rapidly becoming embedded in marketing workflows. It’s improving efficiency and enabling faster analysis. At the same time, much of the investment in AI hasn’t yet translated into meaningful spend or consistent ROI. Jonathon’s approach to AI is practical. The focus remains on near-term performance. Publishers need to increase revenue. Advertisers need to improve campaign outcomes. Any new capability must support those goals. Jonathon says AI is playing a role in advancing optimization, with GrowthCode incorporating agentic capabilities that allow users to analyze performance and generate insights more efficiently. This makes it easier to interpret complex data and act on it. The objective, however, remains unchanged: improve performance in a measurable way.

Rethinking Attribution and Targeting

Attribution has always been imperfect. The decline of the third-party cookie has made that more visible. Jonathon outlined two approaches that are gaining traction: some organizations are rebuilding attribution using first-party data and alternative identity signals, and others are relying more heavily on AI-driven optimization while focusing less on connecting every individual touchpoint. Both approaches reflect a shift toward outcomes. Targeting is evolving in a similar way. Traditional segmentation models are becoming less effective in a world where buying decisions involve multiple stakeholders and signals change in real time. A more effective approach starts with a clear objective and uses data to optimize toward that outcome. This is particularly relevant in B2B, where success depends on reaching and influencing groups, not just individuals.

Simplicity as a Competitive Advantage

One of the strongest themes from my conversation with Jonathon was the need for simplicity. Too many tools create confusion, and too many signals create noise. GrowthCode’s role is to simplify the environment. It lets publishers regain control of their data and enables advertisers to make better use of it. That principle aligns closely with how we approach the market at OMI. Data should be accurate, actionable, and aligned to real people and real buying behavior. It should support performance, not complicate it. In a market defined by constant change, the advantage doesn’t come from having more data. It comes from having the right data and the ability to act on it with confidence. Simply put, that’s what drives growth today.

To learn more about GrowthCode, watch the complete podcast episode on Apple, Spotify, and other platforms. I also encourage you to connect with Jonathon on LinkedIn. For additional insights into current B2B marketing priorities and actionable data strategies, visit my new website, www.paulachiocchi.com. Last but not least, I invite you to reach out to our team to schedule a conversation about driving growth for your business using high-quality, precision audience data.