Save 50% on a 3-month Digiday+ membership. Ends Dec 5.
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
How AI’s hit to publisher traffic is quietly rewiring media M&A
Publishers’ AI-driven traffic declines are cooling M&A, stalling deals and lowering valuations. Some analysts are optimistic about 2026.
Digiday+ Research: Where publisher revenue stands with ads, video, content licensing and subscriptions
Digiday+ Research conducted a survey among nearly 40 publisher professionals in Q3. Here is what they had to say about their different revenue sources.
Media Buying Briefing: Understanding 24 Seven’s move to become a mini-holdco with three complementary agencies
The staffing consultancy moved to acquire performance agency Markacy and creative shop Futureman, adding them to tech platform-turned-agency SketchDeck