Summary
AI-optimized, omnichannel campaigns are changing how media are planned, activated and measured. Drawing on in-depth interviews with advertisers and providers, the ARF
Cross-Platform Measurement Council’s Attribution Working Group examined omnichannel campaign tools such as Google Performance Max and Meta Advantage+, exploring their potential to simplify execution, optimize across channels and improve performance. Their research also identified important tradeoffs, including transparency, testing capabilities and ongoing measurement and governance challenges.
