As audience behavior evolves to include cross-platform media consumption, advertisers are responding to this shift by demanding outcome-focused, cross-platform advertising campaign strategies. To keep up with this increased demand, publishers must adopt new technologies to move forward.
The goal is to create tech stacks that address the challenge of cross-platform ad sales and improve efficiency. However, publishers often acquire tech tools piecemeal, resulting in fragmented and outdated ad tech stacks. And while each system might be able to do one or two things very well, they don’t always work well together. This means teams end up moving back and forth between several systems to perform routine tasks.
With 63% of marketers already considering cross-channel marketing a priority, according to a 2024 report from Hootsuite, solving this challenge is crucial — by the end of this year, integrated advertising strategies will no longer be optional.
Solutions are emerging to help simplify processes and improve outcomes, while providing publishers with a competitive advantage in meeting the demand for digital and cross-platform campaigns. Seamless interoperability is a must for publishers aiming to streamline ad operations. In addition, they seek to optimize campaign management processes and maximize digital, linear and cross-platform revenue.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
Deixe um comentário