How interconnectivity is unlocking enhanced cross-channel performance
Advertisers increasingly have to manage one audience across a fragmented media ecosystem, but the technology and data behind those interactions often remain siloed. This complexity makes it difficult for advertisers to coordinate audiences, creative, frequency, budgets and measurement. To better equip organizations to turn these scattered marketing efforts into connected experiences, CMI Media…
Advertisers are grappling with the challenge of managing a single audience across a fragmented media landscape, yet the technology and data that underpin these interactions often remain isolated. This complexity hampers advertisers' ability to synchronize audiences, creative assets, frequency, budgets, and measurement. To assist organizations in transforming these disjointed marketing efforts into interconnected experiences, CMI Media Group and Compas have launched Ad Astra in June.
The division, spearheaded by CMI Media Group's Oleg Korenfeld and Compas' Jose Ferreira, caters to advertisers, media publishers, and media agencies. Ferreira discussed with Digiday how media planning is evolving and the benefits of linking channels for more comprehensive insights.
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