Cross-channel media:
A measurement playbook for agencies
The rules of media buying and planning have changed. In-platform performance metrics no longer tell the full story. Media attribution is broken. And clients are expecting more than just campaign execution. They want business results: increase customer interaction, reach their target audience, and improve the bottom line.
This cross-channel media playbook will help navigate that shift. Whether you’re fighting platform bias, chasing real ROI, or looking to reposition your agency as a strategic partner, you’ll find the frameworks and tools you need here.
We break down the top challenges agencies face today and offer practical solutions powered by cross-channel media planning, full-funnel strategy, and causal measurement.
Inside, you’ll learn how to:
- Unify your measurement across multiple channels and eliminate attribution bias
- Optimize your cross-channel campaigns with incrementality, not ROAS
- Build full-funnel cross-channel marketing strategies that actually convert
- Lead AI change management and get your marketing teams to trust new tools
- Choose the right cross-media measurement platform for real business impact
Download your playbook now
Explore chapters
Lead the next era of cross-media management
Chapter 1:
Navigating the top challenges of an advertising agency
Even the best agencies are struggling to prove marketing efforts, hold onto client trust, and stay relevant because of AI-driven platforms. We break down the seven most urgent challenges, from losing control of media buying to over-relying on ROAS.
Learn how cross-channel media strategies, causal measurement, and macro-optimization help agencies regain control and drive long-term profitability.
Chapter 2:
Your media attribution is broken—here’s how to fix it
Most media attribution models still reward clicks, not outcomes. That’s why even cross-channel marketing campaigns look great on dashboards but don’t move the pipeline. This chapter shows how platform bias, ROAS inflation, and short-term attribution windows distort your performance and how to fix it.
Understand how to replace flawed attribution with incrementality testing, media mix modeling (MMM), and cross-channel insights that reflect your business impact.
Chapter 3:
Cross-channel optimization: The key to performance scaling
With more marketing channels than ever, such as TikTok, YouTube, and retail media, it’s easy for your media strategy to become fragmented. Unifying your channel mix isn’t an option anymore. You need to measure the halo effect to optimize your budget reallocation and maximize total impact.
Get a practical framework for auditing your multichannel marketing mix, mapping customer behavior, and using causal data for your cross-channel marketing optimization.
Chapter 4:
Full-funnel optimization: How to increase your conversions
If you’re only optimizing for the bottom of the funnel, you’re missing customer engagement, wasting spend, and shortening your pipeline. Align your media spend, messaging, and metrics across TOFU, MOFU, and BOFU to turn scattered tactics into a cohesive growth engine.
Discover how to balance brand and performance media, create a cross-channel strategy, set stage-specific KPIs, and use MMM to prove incremental impact at every step of the customer journey.
Chapter 5:
Cross-media measurement: How agencies can implement macro-optimization
When every platform inflates its own performance, you’re stuck with siloed data, double-counted conversions, and incomplete insights. See how you can unify KPIs, deduplicate reach, and uncover true drivers of performance across your entire media mix.
Use this chapter to understand how to use MMM and incrementality to optimize at the strategy level—not just the channel level—and shift your agency from reactive reporting to proactive planning.
Chapter 6:
Streamline your agency’s AI change management process
AI tools don’t fail because of bad tech, but because your team isn’t ready to change how decisions get made. Implement AI change management strategies that stick by aligning roles, workflows, and decision paths from day one.
Build trust in AI, overcome adoption blockers, and turn platform insights into action with a cross-functional rollout plan that drives transformation.
Chapter 7:
How to select the best cross-media measurement tool
Most tools promise “omnichannel insights,” but deliver stitched-together reports and surface-level dashboards. Evaluate media measurement platforms that actually deliver: deduplicated audiences, incrementality, and real attribution.
Know what questions to ask vendors, which features truly matter, and how to choose a cross-channel marketing intelligence platform that helps you shift budget in real-time.
Chapter 8:
The future of advertising agencies: Don’t get left behind
AI is automating media execution, and clients are asking tougher questions. Agencies that survive won’t just report performance; they’ll own strategy, cross-channel planning, and business impact.
Find out the trends reshaping the industry and how forward-thinking agencies are evolving into strategic partners by mastering incrementality, forecasting, and full-funnel measurement.
Leverage cross-channel marketing optimization to scale faster and prove impact
Get the complete guide to cross-channel media planning, measurement, and optimization—built for performance marketing agencies that want to lead, not lag. Download the playbook and start reshaping how your team approaches cross-channel marketing optimization, drives performance, proves value, and wins long-term client trust.