Given the fragmented media landscape, brands are increasingly recognizing the importance of holistic cross-channel targeting. This approach engages the consumer across multiple channels while providing relevant experiences, going beyond traditional multichannel strategies (most of which look at each touchpoint individually and optimize based on user interactions in that specific environment).

In a connected-device context, cross-channel targeting aligns campaign messaging with the customer’s overall experience across these digital channels. This gives marketers and advertisers a more accurate picture of the consumer’s journey across CTV, mobile and web channels.