By Rebecca Ackers, VP, Commercial, UK, Magnite
Omnichannel advertising continues to gain momentum, with many brands already running successful campaigns and others actively exploring how to broaden their presence in this space . But in today’s complex and fragmented media environment, true omnichannel activation and attribution remains elusive in the absence of a truly unified infrastructure.
As consumers now move more fluidly than ever between platforms, they also increasingly value advertising that is relevant and well-timed. Streaming TV viewers in particular are paying attention – research shows they find ads on these platforms more relevant and often discover new brands because of them. However, most campaigns still operate in silos, hindered by mismatched tech, disconnected data, and creative that doesn’t travel well across different platforms. AI-powered technology can help bridge these gaps by streamlining CTV creative generation and campaign setup, enabling brands to more easily meet consumers where they are with content that matters..This is where integrated multi-channel campaigns can truly make an impact: they extend reach, optimise frequency, enable more accurate cross-screen forecasting and delivery, strengthen brand storytelling, and ultimately drive stronger ROI.
In an era where every touchpoint matters, a holistic, omnichannel approach has become absolutely crucial to success.
Building a more unified approach
Achieving true omnichannel success requires unifying the systems and signals that underpin every campaign. Rather than treating each channel like a separate entity, marketers need interoperable solutions that connect identity, audience segments and measurement in one cohesive framework.
With a unified infrastructure, advertisers can extend and retarget audiences across CTV, mobile, desktop, and audio, maximising reach while improving efficiency and ROAS. The result is a more seamless, data-driven approach that turns omnichannel strategy from ambition into action.
The role of data is key. Leveraging first-party, properly permissioned data for smarter decision-making, along with real-time optimisation of both ad placements and ad creative, can help to ensure relevance without compromising consumers’ data privacy.
Prioritising data integration is also a useful and valuable exercise in enabling unified measurement and gaining a holistic view of campaign performance. For this reason, advertisers are increasingly looking towards integrated technology that can offer a full view of performance, from identity resolution and cross-channel targeting to privacy-safe measurement.
Partnering for success
No brand can achieve omnichannel success in isolation. The role of trusted partners is crucial for advertisers’ omnichannel ambitions to become a reality. This requires being selective with partners who connect creative and provide scale, clarity, and innovation. Collaboration between media, data and creative teams is essential, not only for ensuring consistency, but also the flexibility to adapt audiences and platforms evolve.
Even with the right tech in place, structural barriers can prevent true integration. Overcoming these challenges requires more than technical alignment, it demands a strategic commitment to collaboration across all functions and partners.
By fostering stronger alignment and prioritising shared data and unified measurement, advertisers can gain a holistic view of campaign performance and better reach audiences across every channel. This mindset should also extend to the creative element of omnichannel campaigns. Advertisers should focus on cross-platform storytelling and crafting cohesive narratives that resonate with consumers.
The road ahead
As the media landscape continues to modernise, advertisers should embrace innovation and experimentation with their omnichannel strategies, exploring the potential of new formats and technologies along the way.
In the end, omnichannel success hinges on three priorities: breaking down silos, integrating technology, and aligning creative with data and media strategies. The aim is for more relevant, impactful advertising that truly resonates with consumers.
As we look to 2026 and beyond, advertisers who embrace a connected, data-driven way of working will be best positioned for success.
The convergence of tech and brands 