How interconnectivity is unlocking enhanced cross-channel performance
Digiday ·
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 Group and […]
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 Group and Compas introduced Ad Astra this June. The division is designed for advertisers, media publishers and media agencies, and was spearheaded by CMI Media Group and Compas’ Oleg Korenfeld, group president of tech and platforms, and Jose Ferreira, chief product officer.
In this Q&A with Ferreira, the conversation focused on how media planning is evolving and the value of connecting channels for more holistic insights.
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