Making Audiences Actionable ENVISIONING A FRICTIONLESS CROSS-CHANNEL ADVERTISING FUTURE

The media landscape has been permanently disrupted. Attention, conversation, and commerce now take place on an endlessly multiplying array of devices and environments, often on several simultaneously. This delivers convenience for consumers but adds complexity and technological challenges for marketers trying to understand and connect with them. “While we as marketers are looking at different media in silos,” explains Jeff Ratner, Chief Media Officer at iCrossing, “at the end of the day the consumer isn’t.”