B2B advertising is moving beyond the familiar combination of LinkedIn, display and retargeting, as marketers look for ways to influence buying groups before they actively enter the market. Pipeline360 is expanding its managed Ads360 advertising platform with connected TV (CTV), streaming video, paid social, account-based advertising and site-level intent signals, aiming to connect upper-funnel awareness with measurable account engagement and pipeline activity.

For B2B marketers, connected TV has long presented an awkward proposition: the format offers premium, full-screen reach, but proving that a television impression influenced a complex business purchase is considerably harder than buying the impression itself.

Pipeline360 is attempting to close that gap.

The B2B demand generation company has expanded its Ads360 managed advertising solution to include connected TV and streaming video alongside paid social, account-based advertising, retargeting, site signals and demand-focused reporting.

The company is positioning the expansion as a way for B2B teams to run advertising across more stages of the buying journey without having to operate multiple advertising platforms themselves. Pipeline360 says it manages strategy, execution, performance and reporting across the channels.

The shift matters because B2B purchasing has become increasingly difficult to reduce to a single lead-generation event. Buying groups can include executives, technical users, procurement teams and other stakeholders, each researching independently and entering the process at different times.

That makes conventional demand capture less comprehensive.

A search ad or lead-generation campaign typically targets people who have already demonstrated some level of intent. Pipeline360’s strategy instead emphasizes creating awareness before that intent becomes visible and continuing engagement after a lead has been captured.

CTV is the most significant addition to Ads360.

The expanded service allows marketers to reach target accounts and buying groups through full-screen video in connected-TV and streaming environments. Rather than treating CTV as a standalone awareness channel, Pipeline360 says it can be combined with display, content syndication, paid social and retargeting.

That distinction is important.

CTV has become an increasingly established part of digital media buying, but B2B advertisers have historically had fewer obvious ways to connect household-level or device-level video exposure to account-level marketing activity than consumer advertisers.

Account-based advertising changes the measurement equation by giving marketers a defined group of companies and buying stakeholders to target.

Pipeline360’s Ads360 expansion also includes paid social activation across LinkedIn, Meta, Reddit and TikTok, giving B2B marketers additional channels for reaching audiences during research and discovery.

The platform adds account-based activation as well, allowing campaigns to be organized around target accounts, buying groups and pipeline priorities rather than relying exclusively on broad audience segments.

The other significant component is the connection between advertising and website activity.

Through site signals and retargeting, Ads360 can use actions such as website visits, content engagement, form fills, demo requests and conversions to inform subsequent advertising activity. In theory, that creates a feedback loop: advertising generates engagement, engagement creates behavioral signals, and those signals influence follow-up campaigns.

For enterprise marketing teams, that connection can be more valuable than simply adding another advertising channel.

The challenge with multi-channel B2B campaigns is often fragmentation. CTV may be managed by one buying team, social advertising by another and retargeting through a separate platform. Marketing operations then has to reconcile data from each system before it can determine whether the campaign is influencing target accounts.

Pipeline360 says Ads360 addresses this by drawing on the same audience and engagement data used by its lead-generation programs through Navi360.

The company’s pitch is essentially a unified demand-generation workflow: advertising, content syndication and nurture programs operate from a shared account view rather than functioning as independent activities.

That approach puts Pipeline360 into a competitive category alongside broader marketing automation, ABM and advertising platforms from companies such as 6sense, Demandbase and LinkedIn. Major marketing technology vendors including Salesforce and Adobe also offer extensive tools for audience management, advertising and customer engagement.

Pipeline360’s differentiation is less about inventing another advertising interface and more about taking responsibility for execution across the stack.

Customers, according to the company, do not need to learn new platforms or directly manage ad technology.

That managed-service model could appeal to B2B organizations with sophisticated demand-generation goals but limited internal media-buying resources. It also reduces the operational burden of coordinating multiple campaign systems.

There is a trade-off, however. Enterprises that already have internal programmatic, paid social and marketing operations teams may prefer the control offered by direct platform access. The value of Ads360 will therefore depend partly on whether its unified execution and reporting provide enough incremental efficiency to justify outsourcing campaign management.

Measurement will be another critical test.

Pipeline360 says its expanded reporting provides visibility into media delivery, engagement, account activity, site signals and recommended next steps. For B2B marketers, that is a more useful framework than reporting CTV performance solely through impressions or completion rates.

The industry is already moving toward this broader definition of media effectiveness. B2B marketers increasingly need to connect advertising exposure with account engagement, pipeline creation and revenue rather than treating lead volume as the primary success metric.

The expansion also reflects the changing role of CTV in the advertising ecosystem. Streaming television is no longer exclusively a consumer-brand channel. As audience fragmentation grows and premium video inventory becomes increasingly addressable, B2B advertisers have more opportunities to use television-style creative as part of account-based strategies.

Pipeline360 is betting that the next step is not simply buying B2B CTV inventory, but connecting it to everything that happens afterward.

That is where the company’s expansion becomes more consequential. If Ads360 can connect video awareness to account activity, website behavior, retargeting and ultimately pipeline progression, CTV becomes part of a broader demand-generation system rather than an isolated media buy.

For enterprise marketers, the question is whether that connection produces sufficiently reliable attribution and actionable signals.

The technology is moving in that direction. The harder task remains proving which interactions actually influence complex B2B purchasing decisions.

Market Landscape

CTV is becoming increasingly relevant to B2B advertising as streaming audiences expand and advertisers look beyond traditional digital display and paid social. At the same time, account-based marketing (ABM) is pushing advertisers toward campaigns organized around companies and buying groups rather than anonymous traffic.

Pipeline360’s expansion sits at the intersection of these trends.

The competitive market includes specialized ABM platforms, demand-side platforms, marketing automation systems and social advertising networks. Vendors such as 6sense and Demandbase emphasize account intelligence and intent, while platforms such as LinkedIn provide direct access to professional audiences. Broader enterprise ecosystems from Salesforce and Adobe offer increasingly connected approaches to customer data, advertising and marketing automation.

The differentiation for managed services is operational simplicity.

For smaller B2B marketing teams, outsourcing campaign execution across CTV, social, display and retargeting can eliminate some of the complexity associated with fragmented ad technology. Larger enterprises, meanwhile, will likely evaluate the service based on data interoperability, attribution quality, account-level measurement and the degree of control they retain.

The broader direction is clear: B2B advertising is increasingly being measured as part of the revenue journey rather than as a collection of individual media channels.

Top Insights

• Pipeline360 is adding CTV and streaming video to Ads360, giving B2B marketers another way to influence target accounts before measurable purchase intent emerges.
• The expanded service combines CTV, paid social, account-based advertising, retargeting and site signals within a managed B2B advertising workflow.
• Navi360 provides shared audience and engagement data intended to connect advertising, content syndication and nurture around a unified account view.
• Account-level reporting could help enterprises evaluate media performance beyond impressions by connecting advertising activity with website engagement and pipeline progression.
• The expansion reflects broader AdTech convergence as B2B marketers combine premium video, programmatic media, social advertising and ABM strategies.

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