StackAdapt programmatic CTV lead generation cuts payroll provider costs 57%

This shift from search to programmatic CTV demonstrates that high-intent B2B audiences are reachable through streaming video at a significantly lower cost than traditional performance channels. As paid search becomes increasingly saturated and expensive, streaming platforms are proving they can handle complex account-based marketing funnels rather than just broad brand awareness. This case study signals a broader trend where B2B advertisers may reallocate search budgets toward targeted video inventory to capture demand earlier in the buyer journey. Watch for whether other niche B2B service providers report similar efficiency gains as they adopt cross-channel attribution models to justify streaming spend.

StackAdapt has been aggressively expanding its programmatic CTV capabilities to capture B2B advertising budgets traditionally allocated to paid search. In early 2026, StackAdapt launched its Cross-Channel Attribution feature enabling advertisers to measure CTV's contribution to downstream conversions across display, native, video, and CTV placements, giving agencies like Seer Interactive the measurement infrastructure needed to justify shifting spend away from search. The platform's ABM targeting layer, which matches firmographic and intent data to streaming inventory, has become a key differentiator as B2B marketers seek performance accountability from video channels. The broader programmatic CTV market is experiencing rapid growth as advertisers demand measurable outcomes from streaming inventory. According to eMarketer's 2026 programmatic advertising forecast, programmatic CTV ad spending in the US is projected to reach $26.8 billion in 2026, up from $22.1 billion in 2025, driven by increased adoption of addressable and performance-oriented buying models. Performance TV advertising budgets represent one of the fastest-growing segments within this expansion, as IAB's 2026 State of Data report found that 68% of B2B marketers now incorporate CTV into their media plans, compared to just 41% two years prior. This shift reflects growing confidence that streaming video can deliver qualified leads, not just brand awareness, particularly when paired with account-based targeting and cross-channel measurement. Seer Interactive's approach of combining StackAdapt's CTV inventory with ABM targeting and cross-channel attribution mirrors strategies other agencies are adopting to prove streaming's performance credentials. FAST channel growth has further accelerated this trend, as inventory availability increases alongside sophisticated buying tools. StackAdapt reported in its 2025 benchmark data that CTV campaigns with cross-channel attribution showed 34% higher conversion rates than CTV campaigns measured in isolation, suggesting that the CTV ad spending growth itself drives better optimization and budget allocation. For B2B categories like payroll services, where sales cycles are long and lead quality matters more than volume, the ability to connect streaming impressions to qualified pipeline represents a structural advantage over last-click search attribution models that have historically undervalued upper-funnel touchpoints.