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RESEARCH, ANALYSIS & TRENDS

across interactions to call it a truly seamless omnichan- 3. Making inventory for ad delivery
nel experience.
Programmatic advertising had helped increase the
According to the study, programmatic for their omni- adoption of APIs digitally across media to deliver an
channel campaign will help marketers to overcome the authentic brand experience to the right audience at the
following challenges: right moment. It also helps marketers understand and
measure customer behavior across their journey by
1. Creating connected brand experience connecting all the touchpoints.
across channels
Certainly, the limits and possibilities of omnichannel
Bridging the gap between customer interaction and can be examined from different point of views: (1) from
their persona for better customer experience is possible the investment perspective, the distribution of budgets
through AdTech like data management platforms should be watched and controlled the more connected
(DMPs), and onboarding of vendors, as they will help in the channels are (2) for the mere consideration of
identifying the customer across channels and through- sales; however, a platform that bundles the various ex-
out their buying journey. penses and periods in an overview via an interface is
sufficient.
2. Real-time ad campaign delivery
Econometric modeling is considered a reliable method
DMPs and demand-side platforms (DSPs) are critical in for holistic success measurement of programmatic om-
collecting data from various touchpoints programmati- nichannel, since in contrast to online attribution, media
cally. This kind of data highlights not only the customer success is not viewed at the level of individual people,
intent, but also their location, behavior, content con- but as an aggregate. ◊
sumption, and history. Having this kind of data at hand,
helps marketers to optimize interaction with customers, By Daniela La Marca
moving them towards the next stage of their journey,
and ultimately towards a purchase.

August 2021: Omnichannel Marketing 5