The time when B2B marketers only pursued audiences on purpose-built B2B channels is over. While business media and content syndication platforms remain vitally important, B2B marketers are now adding channels that are more commonly considered B2C to scale their targeting efforts and meet business buyers where they’re at. That’s all being made possible with new data infrastructure that can identify digital users across a full range of channels.

Blurred lines between work and home life paving the way

Decades ago, seeing an ad related to your occupation while watching your favorite television series would have been a disjointed experience. But the COVID era, with its work from home mandates, changed all that. In the past decade, we’ve seen dramatic shifts in what constitutes “going to work,” with 21.6% of US employees still spending some weekdays working remotely as recently as June, 2025.¹ Marketers are today considering that “the business climate continues to blur the line between personal and professional” lives.² With this new work-life integration, no one thinks twice about checking work emails while walking the dog or making a family meal.

Given this shift, receiving a B2B ad on our “personal” digital channels doesn’t feel out of place. At the end of the day, many distinctions between marketing for business or consumer goods are artificial, since, “at the core of both B2C and B2B marketing, there is a human making the purchase decision.” ³

Reaching an engaged user base

People are increasing their overall screen time – the average U.S. consumer spends about 6 hours a day on digital media and entertainment.4 Thanks to this shift in media consumption, advertisers are motivated to find their audiences there. In fact, the Trade Desk estimates that “95% of advertisers plan to maintain or increase their share of spend on programmatic CTV in 2024.”⁵

The possibilities of the B2C media marketplace are enticing to business-focused GTM teams. By targeting business buyers as they consume personal media, they can reach a highly engaged user base and achieve new levels of strategic targeting while optimizing campaign performance.

The technology ecosystem bridging the gap between B2B and B2C

There is a host of new technology that’s making the shift to targeting B2B audiences on what are commonly considered personal media channels possible. Platforms are now offering B2B-specific identity resolution that matches business identities to consumer touchpoints including cookies, mobile IDs, IPs, and hashed emails. This allows advertisers to connect with business audiences across consumer-focused digital environments where business identifiers aren’t native.

Finding ICPs on more channels

With the addition of consumer media channels, businesses can target their ideal customer profiles that meet pre-set criteria including demographic, firmographic, and geographic attributes— as well as targeting accounts showing strong buying intent – at a far greater scale than ever before.

Now B2B advertisers can run campaigns against their target audiences across business-focused platforms like LinkedIn as well as platforms with a broader mix of content like Reddit, Quora, X, TikTok, Facebook, streaming television, podcasts, and more. The ubiquity of data to target has never been greater for B2B marketing teams.

Solving the data silo problem and finding common audiences across a proliferation of platforms

Back in the day, if you were to advertise in all these different watering holes, you’d have siloed data – and whatever native targeting those platforms made available, you’d be stuck with. Whereas now because of the ubiquity of the data piping, you can have a common data strategy across all of these emerging channels.

With this identity information now available, advertisers can do targeted outreach to digital IDs associated with accounts that are showing buying intent and meet pre-set criteria across B2B and B2C channels. These new capabilities allow advertisers to dial in their audiences even more by targeting engaged, in-market audiences, and create better ways to optimize media spend by seamlessly activating and measuring across a far broader range of platforms and channels than ever before.

Sources & References

1. Founder Reports – Return to Office Statistics

2. Oktopost – B2C Strategy Guide

3. Savant Events – B2C and B2B Marketing Convergence

4. Deloitte – Digital Media Trends 2025

5. The Trade Desk – CTV Intelligence Report 2024