How media companies are escaping the digital ad tech maze to meet the demand for cross-platform campaigns

"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 However, publishers often acquire tech tools piecemeal, resulting in fragmented and outdated ad tech stacks.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."

Audience behavior is shifting toward cross-platform media consumption, and advertisers now demand outcome-focused, cross-platform campaign strategies. Publishers must adopt new technologies and build cohesive tech stacks to address cross-platform ad sales and improve operational efficiency. Many publishers acquire ad tech tools piecemeal, creating fragmented, outdated stacks that force teams to toggle between systems for routine tasks. A majority of marketers prioritize cross-channel marketing, making integrated advertising strategies essential. Emerging solutions focus on simplifying processes, improving outcomes, and delivering competitive advantage for digital and cross-platform campaigns. Seamless interoperability and optimized campaign management can maximize digital, linear, and cross-platform revenue and enable hybrid monetization models.

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