Amid signal loss and fragmentation, omnichannel orchestration is driving performance

"Many marketers are curious about omnichannel advertising, but often settle for multichannel, where multiple channels are activated but not orchestrated into a cohesive strategy. In reality, most campaigns are still a patchwork of siloed tactics, but in a fragmented media landscape, simply showing up across channels isn't enough. Access is no longer the challenge. Coordination is. As identity signals fade and consumer journeys become increasingly challenging to track, marketers must shift their approach."

"The question isn't just where consumers are, but how they move between channels and what drives them to act. Getting omnichannel right means orchestrating a sequence of experiences that reflect how people actually live, shop and decide. Connected data is the missing piece to optimize for impactful outcomes The growth of programmatic has made it possible to buy across every screen, but that doesn't mean each channel is working together."

"Many campaigns still treat channels as standalone executions, with separate strategies, KPIs and measurement plans for each. This fragmented approach leads to duplicated reach and missed signals, with little regard for how each ad shows up in a user's journey. A user might see the same ad three times on different screens without ever moving further down the funnel. Marketers often end up optimizing for impressions rather than outcomes."

"To orchestrate effective marketing campaigns, marketers need a clearer understanding of who their target audiences are and how they behave across various environments. That means grounding omnichannel plans in predictive, real-world data, not modeled IDs. Signals such as verified movement patterns, app usage and purchase history provide marketers with a behavioral lens into intent."

Most marketing programs remain multichannel rather than truly omnichannel, activating multiple channels without orchestrating cohesive customer journeys. Fragmented tactics produce duplicated reach, missed behavioral signals, and optimization for impressions instead of measurable outcomes. As identity signals decline and consumer journeys become harder to track, understanding how people move between channels and what motivates action becomes critical. Effective omnichannel planning requires connected, predictive real-world data grounded in verified movement patterns, app usage and purchase history. Combining these behavioral signals enables anticipation of needs, better sequencing of experiences across screens, and improved measurement and outcomes across programmatic buys.

Read at Digiday