Secure your place at the Digiday Publishing Summit in Vail, March 23-25
How marketers are tackling media fragmentation in their omnichannel campaigns
Measuring campaigns has become increasingly difficult for marketers amid media fragmentation and changes in addressability. And, as marketers pursue omnichannel campaigns to reach their audiences more effectively, obtaining comprehensive measurement across all these channels — both online and offline — only adds to that complexity.
To accompany a recent Unpacked report, diving into the ways omnichannel measurement has changed for marketers, Digiday interviewed three experts. While these complex campaigns may present some challenges, there are steps marketing teams can take to overcome these difficulties that will set them up for success long into the future.
Watch this video to see:
- Srishti Gupta, director, media measurement at Amazon Ads, discuss the complications surrounding media fragmentation
- Keerat Sharma, director, Amazon Marketing Cloud at Amazon Ads, talk about the importance of being agile within omnichannel campaigns
- Pete Burton, vice president director, decision sciences at Publicis, highlight the importance of a good ad tech stack solution
Sponsored by: Amazon Ads
More from Digiday
The Rundown: Ad tech’s performance in 2025 was overshadowed by AI concerns and Big Tech
Despite revenue increases, the markets were brutal but reports over talks with OpenAI proved later upside.
As brands respond to AI search, walls crumble between paid and organic
Agencies are knitting SEO and PPC teams closer together as they adapt to the new rules of search that are driven by the use of generative AI.
‘Nobody’s asking the question’: WPP’s biggest restructure in years means nothing until CMOs say it does
WPP declared itself transformed. CMOs will decide if that’s true.