B2B digital advertising was built for B2C. The supply chain is opaque, the data is unreliable, and the tools were never designed for long sales cycles or complex buying committees. FunnelFuel was built from the ground up to fix that. Combining a purpose-built B2B demand-side platform with the Journey analytics suite – which delivers cookieless, 100% data-capture web analytics, account-level de-anonymisation, and multi-channel attribution – FunnelFuel gives B2B marketers the transparency, targeting precision, and commercial accountability that legacy programmatic platforms cannot provide.
FunnelFuel was founded in 2022 by Daniel Shaw (Founder and CEO) and Kevin Flood (Co-Founder and Chairman), both with extensive backgrounds in B2B digital advertising and media. Shaw previously founded Encore Digital Media and held senior roles at IDG UK across publisher, media services, and sales leadership. FunnelFuel is headquartered in London, United Kingdom, with team members operating across the US, including Singapore and New York. The company employs 11–50 people and operates as a managed service provider, combining proprietary technology with hands-on campaign execution for B2B advertisers, agencies, and publishers globally.
FunnelFuel delivers B2B programmatic advertising and analytics through two core platforms. The B2B Demand-Side Platform (DSP) is built specifically for account-based targeting, combining an Audience Graph of behavioural insights and real-time firmographics to identify verified business decision-makers across named accounts. Campaign execution spans display, video, connected TV (CTV), digital out-of-home (DOOH), native, and audio – all activated without platform lock-in, with real-time pacing and dynamic optimisation across channels. Journey, FunnelFuel's proprietary analytics and insights platform, provides cookieless B2B web analytics with 100% data capture, account-level traffic de-anonymisation for ABM tracking and target account list building, deep martech integrations with six attribution models for multi-channel paid media measurement, conversion rate optimisation tools including A/B testing and heatmaps, and AI tag management to help B2C-optimised ad engines perform against B2B-specific goals. Both platforms are delivered as a managed service, with FunnelFuel's team running campaign planning, activation, and reporting on behalf of clients.
FunnelFuel serves enterprise and mid-market B2B technology, financial services, and professional services organisations running programmatic advertising programmes where account-level precision and cookieless measurement are priorities. The platform is used to surround buying committees across multiple channels simultaneously, build and validate target account lists through de-anonymised web analytics, and demonstrate attribution across complex, multi-stakeholder buying cycles. FunnelFuel also serves media agencies running B2B programmatic on behalf of clients, and publishers seeking incremental revenue from B2B demand-side activity.
FunnelFuel operates as an independent managed service provider with no platform lock-in, giving clients access to programmatic inventory across major exchanges. The company has offices and managing partners in North America, extending its managed service capability across UK and US markets. CEO Daniel Shaw and CMO Paul Collier are active contributors to the B2B advertising industry debate on programmatic transparency, cookieless measurement, and the inadequacy of B2C-built adtech for B2B use cases.
Wir arbeiten mit Führungskräften, die den Status quo ablehnen. Unsere Teams bringen tiefes Branchenwissen und einen klaren Fokus auf Ergebnisse.
