G2 is repackaging its own buyer-intent data as ad-targetable segments. The B2B review platform’s new Audiences and Verified Leads release converts in-platform research signals into ad segments and layers on purchase-authority verification, while extending Model Context Protocol integrations into Claude, ChatGPT and G2’s own my.G2 interface, per the September 24 martech roundup by MarTech senior editor Constantine von Hoffman.
The strategic read is simple. As AI chatbots absorb the software-shortlist step, the review platforms that used to own that funnel are racing to become intent-data brokers before someone else does.
The context around them is loud. Amazon and OpenAI began piloting ChatGPT Ads inventory through Amazon DSP on September 10, with Delta Vacations named among the U.S. brands in the test. ChatGPT’s ads business, which started testing in February, hit a $1 billion annualized run rate in late August; OpenAI says tens of thousands of advertisers now use it. Amazon, the third-largest digital ad platform, neared $70 billion in ad revenue last year, and its DSP charges near zero on programmatic guaranteed deals against The Trade Desk’s historical 15–20% fee. Chris Conetta, Amazon DSP’s director of omnichannel supply, has framed the ChatGPT integration as supply-chasing. Digiday notes OpenAI needs 200%+ compound annual growth to hit its $100 billion 2030 ad target.
MCP is quietly becoming the standards layer. Eventtia shipped a native MCP server on September 25 covering Claude, ChatGPT, Gemini, Copilot and Cursor, citing 60,000+ events and 11 million attendees supported since 2014. Stravito shipped a read-only server on September 24; founder and CEO Thor Olof Philogene’s firm joined Copilot, ChatGPT and Claude. Conductor, meanwhile, announced 12X Conductor AI customer growth year over year, tripled new-logo growth quarter over quarter, and hundreds of enterprise adopters including Charter, Airbnb, Coca-Cola and Atlassian; co-founder Seth Besmertnik moves to the board as Chief Product Officer Wei Zheng takes over ahead of the C3 event in New York on October 28. Zig.ai’s revenue execution platform rounds out the week.
The shortlist is being rebuilt one API at a time.