# Best Cross-Channel Advertising Software - Page 8 *By [Yukta Rustagi](https://research.g2.com/insights/author/yukta-rustagi)* Cross-channel advertising software enables businesses to plan, manage, and optimize paid advertising campaigns across three or more digital channels, including search, display, mobile, social, and video, through a single platform, giving marketers access to a wider variety of audiences and the unique benefits of each channel. ### Core Capabilities of Cross-Channel Advertising Software To qualify for inclusion in the Cross-Channel Advertising category, a product must: - Manage and serve ads across three or more of the following digital advertising channels: search, display, mobile, social, video - Offer features for uploading or creating online advertisements - Provide workflows for effectively managing and trafficking ads within the platform - Track key success metrics including reach, conversions, and ROAS ### Common Use Cases for Cross-Channel Advertising Software In-house marketing teams and advertising agencies use cross-channel advertising software to diversify and unify their digital advertising strategies. Common use cases include: - Running coordinated campaigns across search, social, and display from a single management interface - Buying ads in real time via integrated demand-side platform (DSP) capabilities - Tracking and reporting unified ROAS and conversion metrics across all active channels ### How Cross-Channel Advertising Software Differs from Other Tools Cross-channel advertising platforms consolidate what individual channel tools handle separately, including [paid search](https://www.g2.com/categories/paid-search-advertising), [display](https://www.g2.com/categories/display-advertising), [mobile](https://www.g2.com/categories/mobile-advertising), and [video advertising](https://www.g2.com/categories/video-advertising), into a unified workflow. They may also integrate with a [demand-side platform (DSP)](https://www.g2.com/categories/demand-side-platform-dsp) for programmatic ad buying, and connect with [supply-side platforms (SSPs)](https://www.g2.com/categories/supply-side-platform-ssp) and [app monetization platforms](https://www.g2.com/categories/app-monetization-platforms) used by publishers. ### Insights from G2 on Cross-Channel Advertising Software Based on category trends on G2, unified campaign management and cross-channel performance reporting stand out as standout capabilities. Improved advertising efficiency and reduced overhead from managing multiple channel-specific tools stand out as primary benefits of adoption. ## Top Cross-Channel Advertising Software at a Glance | # | Product | Rating | Best For | What Users Say | |---|---------|--------|----------|----------------| | 1 | [Adobe Real-Time CDP](https://www.g2.com/products/adobe-real-time-cdp/reviews) | 4.1/5.0 (177 reviews) | Real-time audience activation across paid channels | "[A Centralized Customer Profile Platform for Real-Time Personalization](https://www.g2.com/survey_responses/adobe-real-time-cdp-review-12332816)" | | 2 | [Facebook for Business](https://www.g2.com/products/facebook-for-business/reviews) | 4.2/5.0 (1,392 reviews) | Meta-native cross-channel audience targeting and campaign execution | "[Strong Targeting and High ROI with Smooth Meta Integrations](https://www.g2.com/survey_responses/facebook-for-business-review-12973164)" | | 3 | [StackAdapt](https://www.g2.com/products/stackadapt/reviews) | 4.7/5.0 (863 reviews) | Full-funnel programmatic buying with white-glove support | "[Amazing Onboarding, Intuitive UI, and Powerful Forecasting](https://www.g2.com/survey_responses/stackadapt-review-12629043)" | | 4 | [Bloomreach](https://www.g2.com/products/bloomreach-bloomreach/reviews) | 4.6/5.0 (763 reviews) | Unified CDP-driven omnichannel campaign activation | "[A Powerful Tool With a Big Learning Curve](https://www.g2.com/survey_responses/bloomreach-review-12980606)" | | 5 | [Prisma](https://www.g2.com/products/prisma-mediaocean/reviews) | 4.0/5.0 (426 reviews) | Omnichannel media buying with unified billing reconciliation | "[Essential for Campaign Billing, But Support Needs Improvement](https://www.g2.com/survey_responses/prisma-review-11841592)" | | 6 | [LocaliQ](https://www.g2.com/products/localiq/reviews) | 4.5/5.0 (1,048 reviews) | Managed cross-channel advertising with dedicated lead tracking | "[Dependable Marketing Partner with Excellent Communication](https://www.g2.com/survey_responses/localiq-review-12899666)" | | 7 | [AdRoll](https://www.g2.com/products/adroll/reviews) | 4.1/5.0 (755 reviews) | Cross-channel retargeting with CRM-synced audiences | "[Intuitive Interface and Straightforward Campaign Setup](https://www.g2.com/survey_responses/adroll-review-12697341)" | | 8 | [AdRoll ABM (Formerly RollWorks)](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews) | 4.3/5.0 (646 reviews) | CRM-synced account-based display advertising | "[User-Friendly List Building, Excellent Media Center, and Fast, Knowledgeable Support](https://www.g2.com/survey_responses/adroll-abm-formerly-rollworks-review-12664248)" | | 9 | [The Trade Desk](https://www.g2.com/products/the-trade-desk/reviews) | 4.4/5.0 (170 reviews) | Omnichannel programmatic buying with AI-driven cross-channel optimization | "[More Control and Real-Time Campaign Adjustments with The Trade Desk](https://www.g2.com/survey_responses/the-trade-desk-review-12754603)" | | 10 | [Vendasta AI Platform](https://www.g2.com/products/vendasta-ai-platform/reviews) | 4.5/5.0 (523 reviews) | White-label cross-channel campaign fulfillment and reporting | "[Revolutionized Our Client Marketing with Seamless AI Integration](https://www.g2.com/survey_responses/vendasta-ai-platform-review-12265277)" | ## How Many Cross-Channel Advertising Software Products Does G2 Track? **Total Products under this Category:** 187 ### Category Stats (Jul 2026) - **Average Rating**: 4.32/5 (↑0.03 vs Jun 2026) The average rating of products in this category, based on all submitted ratings - **Top Trending Product**: Criteo GO (+33.32%) - Among all products in this category, Criteo GO recorded the largest rating increase compared to last month *Last updated: July 03, 2026* ## How Does G2 Rank Cross-Channel Advertising Software Products? **Why You Can Trust G2's Software Rankings:** - 30 Analysts and Data Experts - 13,100+ Authentic Reviews - 187+ Products - Unbiased Rankings G2's software rankings are built on verified user reviews, rigorous moderation, and a consistent research methodology maintained by a team of analysts and data experts. Each product is measured using the same transparent criteria, with no paid placement or vendor influence. While reviews reflect real user experiences, which can be subjective, they offer valuable insight into how software performs in the hands of professionals. Together, these inputs power the G2 Score, a standardized way to compare tools within every category. ## Which Cross-Channel Advertising Software Is Best for Your Use Case? - **Leader:** [Adobe Real-Time CDP](https://www.g2.com/products/adobe-real-time-cdp/reviews) - **Highest Performer:** [Smarter Ecommerce](https://www.g2.com/products/smarter-ecommerce/reviews) - **Easiest to Use:** [LocaliQ](https://www.g2.com/products/localiq/reviews) - **Top Trending:** [Fluency](https://www.g2.com/products/fluency-fluency/reviews) - **Best Free Software:** [Vendasta AI Platform](https://www.g2.com/products/vendasta-ai-platform/reviews) --- **Sponsored** ### Criteo GO Criteo GO is a self-serve, AI-driven advertising platform designed for ecommerce and DTC brands that want to launch high-performing campaigns quickly — without the complexity of managing multiple ad platforms. A full self-service, end-to-end performance marketing platform, Criteo GO helps businesses discover new traffic, acquire customers, and drive performance at scale. Built as a simple, marketing-led entry point for new-to-Criteo advertisers, Criteo GO guides users from onboarding through campaign launch to ensure success from the start. Guided onboarding, optimised campaign templates covering the full marketing funnel, and intuitive self-service tools with clear performance insights make sophisticated commerce advertising accessible to teams of any size. At the core of Criteo GO is Criteo AI — powered by over 20 years of commerce intelligence, real-time commerce signals, and billions of shopping interactions. This intelligence fuels smarter full-funnel targeting, automated optimisation, cross-channel reach, and more relevant ads, helping advertisers reach high-intent shoppers with precision and less manual effort. The platform auto-optimises bidding, targeting, and creatives using thousands of signals per second, so teams can focus on growth rather than manual campaign management. Criteo GO is designed for advertisers — especially new-to-Criteo brands and SMBs — looking to run performance marketing campaigns that are simple to set up, fast to launch, and built to scale. From onboarding to campaign activation, the entire workflow is streamlined so campaigns start performing within days, not weeks. Key capabilities include: 1. Cross-channel reach by design — reach shoppers across the open web, app, and social using display, video, and native ad formats, all within a single campaign 2. Full-funnel performance — drive discovery, acquire new customers, and maximise conversions across the shopper journey 3. Criteo AI automation — campaign setup, targeting, bidding, and creative optimisation handled automatically using product-level data, shopper behaviour, and publisher context 4. Transparent reporting — clear performance insights and actionable analytics so advertisers always know what is working 5. Guided self-service — no deep technical expertise required; AI-assisted recommendations guide users through every step Criteo GO is built on a foundation of real-time commerce data and live shopping signals — including product-level data, shopper behaviour, and publisher context — that power more accurate targeting and better predictions across every channel and format. The result is a platform that removes fragmented workflows and channel-specific constraints, making cross-channel, full-funnel performance advertising simpler, more transparent, and more effective — especially for growing teams. Whether you are a growth marketer, ecommerce manager, or founder, Criteo GO helps you drive sales faster with less manual work. [Visit website](https://www.g2.com/external_clickthroughs/record?secure%5Bad_program%5D=ppc&secure%5Bad_slot%5D=category_product_list&secure%5Bcategory_id%5D=289&secure%5Bchosen_at%5D=2026-07-03T12%3A06%3A27Z&secure%5Bdisplayable_resource_id%5D=289&secure%5Bdisplayable_resource_type%5D=Category&secure%5Bmedium%5D=sponsored&secure%5Bplacement_reason%5D=page_category&secure%5Bplacement_resource_ids%5D%5B%5D=289&secure%5Bprioritized%5D=false&secure%5Bproduct_id%5D=1774500&secure%5Bresource_id%5D=289&secure%5Bresource_type%5D=Category&secure%5Bsource_type%5D=category_page&secure%5Bsource_url%5D=https%3A%2F%2Fwww.g2.com%2Fcategories%2Fcross-channel-advertising&secure%5Btoken%5D=d4d8ef66f2d7b96aa093963b1e3db1ab476b4abdac715a8ca40d5c9384e62bc3&secure%5Burl%5D=https%3A%2F%2Fwww.criteo.com%2Fgo%3Futm_campaign%3D2026.gbl.pame.go_g2_ads%26utm_medium%3Dcpc%26utm_source%3Dg2%26utm_detail%3Dcross-channel_advertising&secure%5Burl_type%5D=custom_url) --- ## What Are the Top-Rated Cross-Channel Advertising Software Products in 2026? ### 1. [ORION Platform](https://www.g2.com/products/orion-platform/reviews) The ORION Platform is the first self-serve trading desk, bringing together the leading six enterprise Demand Side Platforms with no minimum spend requirements. **Who Is the Company Behind ORION Platform?** - **Seller:** [Version2](https://www.g2.com/sellers/version2-b914bbc9-55a6-4a61-8c12-e1e60493c129) - **Year Founded:** 2020 - **HQ Location:** Las Vegas, US - **LinkedIn® Page:** https://www.linkedin.com/company/theversion2 (27 employees on LinkedIn®) ### 2. [Paid Advertising](https://www.g2.com/products/konversa-paid-advertising/reviews) Konversa is a data-driven paid advertising agency specializing in scalable growth through Google Ads, Microsoft Ads, and Meta Ads. As a Premier Google Partner and certified Microsoft Advertising Partner, we design and manage performance-focused campaigns that deliver measurable revenue impact - not just traffic. Our focus: maximize ROAS, improve conversion quality, and create long-term account scalability. **Who Is the Company Behind Paid Advertising?** - **Seller:** [Konversa](https://www.g2.com/sellers/konversa) - **Year Founded:** 2016 - **HQ Location:** Sofia, BG - **LinkedIn® Page:** https://www.linkedin.com/company/konversa/ (15 employees on LinkedIn®) ### 3. [PantoSource](https://www.g2.com/products/pantosource/reviews) PantoSource is an AI-powered tracking and optimization platform for e-commerce brands. Ad blockers, iOS restrictions, and browser limitations cause 40-60% of your data to never reach ad platforms. We capture what's missing and enrich every signal for accurate attribution across Meta, Google, TikTok, and more. Shopify & WooCommerce. 5-minute setup. No code required. Capture. Enrich. Scale. **Who Is the Company Behind PantoSource?** - **Seller:** [PantoSource](https://www.g2.com/sellers/pantosource) - **Year Founded:** 2026 - **HQ Location:** N/A - **LinkedIn® Page:** https://www.linkedin.com/company/pantosource/ (1 employees on LinkedIn®) ### 4. [PromoGoat](https://www.g2.com/products/promogoat/reviews) PromoGoat is AN AI-powered media planning SaaS platform that helps SMB owners generate optimized advertising strategies, currently offered at $29/month and in its early commercial stage. **Who Is the Company Behind PromoGoat?** - **Seller:** [PROMOGOAT](https://www.g2.com/sellers/promogoat) - **HQ Location:** N/A - **LinkedIn® Page:** https://www.linkedin.com/company/promogoat/ (2 employees on LinkedIn®) ### 5. [Roasy AI](https://www.g2.com/products/roasy-ai/reviews) Roasy AI is an advanced platform designed to optimize advertising performance across Meta and Google Ads campaigns. By analyzing account structures, targeting strategies, and creative elements, Roasy AI provides actionable insights to enhance Return on Advertising Spend (ROAS). Key Features and Functionality: - Campaign Scores: Evaluate account setups to identify missing components and areas for improvement. - Performance AI: Assess campaign configurations and offer suggestions to boost effectiveness. - Creative AI: Analyze existing ad creatives and generate new, high-performing content swiftly. - Targeting AI: Discover and implement high-performing audience segments to improve targeting precision. - Reporting AI: Transform performance data into clear, actionable insights through intuitive chat interfaces. - Real-Time Sync: Ensure secure, real-time synchronization with platforms like Meta, Google, and TikTok. - AI Growth Score: Provide a comprehensive score reflecting account structure, creative quality, targeting effectiveness, and ROAS trends. Primary Value and User Solutions: Roasy AI streamlines the ad optimization process by automating the analysis of campaign components, thereby reducing manual effort and time investment. Users benefit from data-driven recommendations that enhance ad performance, leading to increased ROAS. The platform's AI-driven insights help identify and rectify weak spots in campaigns, unlocking growth potential and ensuring marketing efforts are both efficient and effective. **Who Is the Company Behind Roasy AI?** - **Seller:** [ROASY AI](https://www.g2.com/sellers/roasy-ai) - **HQ Location:** N/A - **LinkedIn® Page:** https://www.linkedin.com/company/No-Linkedin-Presence-Added-Intentionally-By-DataOps (1 employees on LinkedIn®) ### 6. [SAMI](https://www.g2.com/products/sami/reviews) SAMI is an all-in-one, cross-channel marketing and sales automation platform that provides our clients with a strategic and data-driven approach to making business decisions. Through machine learning, AI processing, data integration, and user information all in one place, SAMI gives you an intelligent view of your current and future customers. SAMI removes the variable for human error by centralizing all your data points in one place. Over time, SAMI will learn which outcomes in your customer journey provide the highest ROI and give you and your marketing team user experience and campaign suggestions as needed. **Who Is the Company Behind SAMI?** - **Seller:** [Archive Digital Marketing](https://www.g2.com/sellers/archive-digital-marketing) - **HQ Location:** Boston, US - **LinkedIn® Page:** https://www.linkedin.com/company/79154628 (1 employees on LinkedIn®) ### 7. [Scal-e](https://www.g2.com/products/scal-e/reviews) Scal-e helps brands deliver the right message, at the right time, to the right person and through the right channel. Via the implementation of a 100% tailor-made DataMart, makes it possible to capture all the data and organize them around unified profiles in order to personalize omnichannel interactions and to have relevant, reliable and actionable information available in real time. **Who Is the Company Behind Scal-e?** - **Seller:** [Scal-e](https://www.g2.com/sellers/scal-e) - **Year Founded:** 2007 - **HQ Location:** Paris, FR - **LinkedIn® Page:** https://www.linkedin.com/company/scalemartech (29 employees on LinkedIn®) ### 8. [Seedads](https://www.g2.com/products/seedads/reviews) Paste your product link → scroll-stopping TikTok & Meta video ads in seconds. AI writes hooks, storyboards & renders. No editor. Try free. **Who Is the Company Behind Seedads?** - **Seller:** [SeedAds](https://www.g2.com/sellers/seedads) - **HQ Location:** N/A - **LinkedIn® Page:** https://www.linkedin.com/company/No-Linkedin-Presence-Added-Intentionally-By-DataOps (1 employees on LinkedIn®) ### 9. [SynterMedia](https://www.g2.com/products/syntermedia/reviews) SynterMedia is an AI agent operator for advertising. Manage campaigns across 14+ platforms — including Meta, Google, LinkedIn, TikTok, and more — through a single MCP server integration. AI agents execute your full campaign strategy: ad creative generation, performance reporting, CRM sync, attribution, and landing pages. Start free, no ad spend fees. **Who Is the Company Behind SynterMedia?** - **Seller:** [Synter Media](https://www.g2.com/sellers/synter-media) - **HQ Location:** N/A - **LinkedIn® Page:** https://linkedin.com/company/syntermedia/ (1 employees on LinkedIn®) ### 10. [uDSP](https://www.g2.com/products/udsp/reviews) Union Media Group is a technology driven company. We nurture our programmatic Ad stack, by gaining expertise from the market and putting together most experienced product and developers team. Today UMG operates on various programmatic buying markets of Eastern Europe, Middle East and Asia. **Who Is the Company Behind uDSP?** - **Seller:** [UMG](https://www.g2.com/sellers/umg) - **Year Founded:** 2016 - **HQ Location:** Limassol, CY - **LinkedIn® Page:** https://www.linkedin.com/company/umg-adtech/ (7 employees on LinkedIn®) ### 11. [Velonium](https://www.g2.com/products/velonium/reviews) Velonium is a next-gen programmatic engine built for performance at scale. We turn raw bidstream chaos into real-time, actionable clarity — helping brands and app publishers unlock full media value. With lightning-fast DSP tools, smart optimization, and automated decisioning, we drive outcomes that go far beyond impressions. Operating globally with 100M+ daily users, Velonium fuses in-house media and intelligent infrastructure to deliver higher ROI, faster growth, and total control — all in one place. We’re not playing the programmatic game. We’re redefining it. **Who Is the Company Behind Velonium?** - **Seller:** [Velonium](https://www.g2.com/sellers/velonium) - **HQ Location:** Tel Aviv, IL - **LinkedIn® Page:** https://www.linkedin.com/company/velonium/ (7 employees on LinkedIn®) ### 12. [YellowHammer Managed Services](https://www.g2.com/products/yellowhammer-managed-services/reviews) Yellowhammer has developed a Performance Trading Platform. **Who Is the Company Behind YellowHammer Managed Services?** - **Seller:** [YellowHammer](https://www.g2.com/sellers/yellowhammer) - **HQ Location:** N/A - **LinkedIn® Page:** https://www.linkedin.com/company/No-Linkedin-Presence-Added-Intentionally-By-DataOps (1 employees on LinkedIn®) ## What Is Cross-Channel Advertising Software? [Digital Advertising Tech](https://www.g2.com/categories/digital-advertising-tech) ## What Software Categories Are Similar to Cross-Channel Advertising Software? - [Paid Search Advertising Software](https://www.g2.com/categories/paid-search-advertising) - [Display Advertising Software](https://www.g2.com/categories/display-advertising) - [Mobile Advertising Software](https://www.g2.com/categories/mobile-advertising) - [Social Media Advertising Software](https://www.g2.com/categories/social-media-advertising) - [Video Advertising Software](https://www.g2.com/categories/video-advertising) - [Demand Side Platform (DSP)](https://www.g2.com/categories/demand-side-platform-dsp) - [Native Advertising Software](https://www.g2.com/categories/native-advertising) --- ## How Do You Choose the Right Cross-Channel Advertising Software? ### What You Should Know About Cross-Channel Advertising Software ### What is Cross-Channel Advertising Software? Buyers are constantly engaging and switching between multiple devices and media platforms on a daily basis, thus challenging advertisers to provide a seamless customer experience to keep up with them across these channels. Cross-channel marketing involves the engagement of customers or prospects across digital channels and devices. From the mail inbox to social media networks and the internet, and across devices like laptops, tablets, and smartphones, consumers are moving seamlessly and expecting a truly integrated, personalized experience across each of these channels. To reach out to the buyers and customers with unique personalization, cross-channel advertising software is used by companies. It helps them achieve connectivity between all the digital advertising channels, enhancing customer reach and engagement. It enables advertisers to bring together a complete picture of customer data, helping them understand how ads are performing, and how users are reacting on different channels to their ads. Businesses leverage cross-channel marketing to help advertisers understand consumers and how they interact across different platforms. This helps them effectively reach users with relevant ads and achieve return on investment (ROI) goals. Multi-channel advertising and cross-channel advertising are occasionally used interchangeably, but they are two separate concepts. Multi-channel marketing allows communication with customers or prospects across multiple, independent channels that are not necessarily connected to each other, using the best attributes of each channel to maximize their impact. Cross-channel marketing, however, is an advanced idea where a customer’s behavior history influences the next message which they receive. This requires a much more in-depth understanding of a customer’s behavior and preferred channels, and an analytics platform to analyze multiple customer divisions across various channels to determine the next best ad placement. This hence creates a more dynamic campaign that reacts to customer preferences, ensuring that they always receive the right messages on the right channel. Key Benefits of Cross-Channel Advertising Software - Create more touchpoints for brands, increasing the chances of conversions - Create a single cross-channel view of the customer buying journey across channels - Multiple connections with buyers or customers through their preferred channels - Provide a positive brand experience and build lasting relationships - Gain better insights into cross-channel campaigns and advertisements - Increase brand visibility and customer engagement ### Why Use Cross-Channel Advertising Software? **Connect with consumers on all of their favorite channels —** Users are no longer digitally static on a desktop at home. They are continuously engaging across various devices, platforms, and apps, each serving a unique purpose and preference for their consumer behaviors. Cross-channel advertising allows marketers to interact or connect with their audience on their most preferred devices and channels such as mobile, desktop, email, and social networks throughout their daily browsing. **Increase customer engagement and improve customer loyalty —** Cross-channel marketing enables businesses to personalize the various ways they interact with and transmit information to both prospects and customers. Businesses achieve better response and engagement rates by sending targeted and relevant marketing campaigns. Clients feel appreciated and develop trust with relevant and personalized responses and in turn, become loyal customers of the brands over time. Engaging a customer on multiple channels builds trust and credibility, while also serving as a strong reminder to the customer that the company, its products, and its services exist. **Enhance brand visibility and awareness —** Advertising through multiple channels increases the likelihood of getting more attention from prospects. If one channel is missed, there is the option to slip in through another channel. One channel can increase interest in another. For example, a video on a popular streaming platform might prompt more visits to the brand website. These tools help build a stronger sense of brand identity while increasing brand awareness and saturation. **Ensure more customer touchpoints, and better customer insights and experience —** Having more touchpoints in the marketing funnel allows marketers to collect more data. Keeping track of how consumers are engaging with ads serves advertisers with information on how to better connect with their target consumers. This data can help develop a better understanding of which promotions work best and where they are running, finally assisting in measuring the brand’s success. Customer insights data is collected throughout the customer buying journey. It helps marketers throw the right content to the right audience at the right places. These tools give a full view of the consumers’ digital playground. **Track ROI —** Cross-channel advertising allows marketers to understand and track various metrics like reach, conversions, and return on advertising spend (ROAS) that make up the success of their marketing campaigns. Businesses can quickly determine the call-to-action (CTA) impressions and open rates for their email marketing campaigns, opt-in rates for web push notifications, SMS delivery rates, etc. Thus, it allows marketers to measure the overall effectiveness of cross-channel investment. ### Who Uses Cross-Channel Advertising Software? Cross-channel advertising products are used by in-house marketing teams or external advertising agencies. Leveraging cross-channel advertising software provides companies access to a wider variety of audiences and allows advertisers to take advantage of each channel’s unique benefits. **Marketing teams —** Marketers find the need to target customers at the right time and place with relevant and engaging content with the goal to build strong relationships and brand identity. This is achieved through cross-channel advertising software. They help marketers reach out to a variety of customers across a multitude of channels, enabling them to understand their customers’ behaviors and in turn, analyze which channels are performing best for them and how to further optimize them to achieve the maximum ROI. It also helps in marketing cost reduction by focusing on the most successful channels to advertise. ### Cross-Channel Advertising Software Features **Campaign management —** Cross-channel advertising software helps create, edit, and monitor campaigns from one single place. It helps advertisers link cross-channel ad accounts and group them under one business entity. It allows ad account-level insights for monitoring and reporting. **Campaign analysis —** This type of software provides complete visibility on campaign performance running across multiple channels and devices, which helps users optimize and increase campaign performance. Cross-channel campaign monitoring is done based on marketing spend and analysis is performed based on ad accounts. **Real-time dashboards —** The software provides real-time dashboards to view spend across channels and campaigns. It helps users view key performance metrics (KPIs) by grouping different ad accounts based on business, region, zone, or geolocation. **Advertising performance —** Cross-channel advertising software helps discover all cross-channel ad assets like campaigns, ad sets, and ads in just a click. It includes tracking ad conversions by campaign and type of conversion. It also helps users compare the performance of various ads and optimize them to serve their audience better. **Integrations —** Cross-channel advertising platforms allow integrations with ad networks, publisher ad servers, supply-side platforms (SSPs), or app monetization software that website publishers use to sell their available inventory. **Attribution models —** With cross-channel attribution models, users can modify campaigns based on performance to optimize marketing spends. It also enables them to review the campaign performance metrics in detail. **Reporting and analytics —** Cross-channel advertising software helps create, schedule, and share reports based on the ad account level, ad set level, and campaign level in minutes to make faster decisions with better insight. Report scheduling and sharing can be automated as daily, weekly, or at any time as a PDF or spreadsheet. ### Trends Related to Cross-Channel Advertising Software Over the last decade, there has been a tremendous shift in consumer behavior. When a customer starts their buyer journey, there are multiple digital channels through which they might enter the funnel. Tapping each of these channels is imperative for marketers so that they don’t miss out on any of their valuable prospects. Businesses are shifting to cross-channel advertising considering the immense potential of the platforms. It is observed that brands using display, mobile, social, and video marketing simultaneously have achieved remarkable improvement in generating quality traffic, customer retention, and better ROI from their advertising efforts. Technology-driven customers are seen switching seamlessly between different channels while deciding to buy a product or service, pushing marketers to make sure they are present in each of these channels to understand and adapt to customers’ behavior and buying habits. The main objective of a cross-channel strategy is to enable marketers to reach a customer at the right time with the right content and on the right channel. ### Potential Issues with Cross-Channel Advertising Software **Personalized messages and medium —** Creating personalized content for each medium or channel while being consistent with the brand and overseeing different mediums simultaneously is cumbersome. Even though it might be more work to manage ads on many channels or mediums and personalize communication, the increase in ROI outweighs the cost and efforts put in the management of a cross channel strategy. **Increased time and expenses —** With cross-channel advertising software, companies need to manage the significant expense of planning explicit content and communicating over each individual channel. If the cost of cross-channel advertising is too high for smaller companies, they should consider focusing only on the channels that provide the best results to deal with the issues. ### Software and Services Related to Cross-Channel Advertising Software [**Search advertising software**](https://www.g2.com/categories/search-advertising) **—** Search advertising software, also referred to as paid search or search engine marketing (SEM) software, helps businesses advertise on search engines. Search advertising allows companies to target keywords relevant to their businesses and gain more prominent positioning in search engine results, gaining visibility among users who are already searching for those keywords. Search advertising products are typically used by marketing teams or marketing and advertising agencies to identify, target, and bid on keywords. [**Display advertising software**](https://www.g2.com/categories/display-advertising) **—** Display advertising software helps companies advertise on a wide range of websites. Display advertising products allow advertisers to buy, manage, and place display advertisements on websites, including banner, overlay, and rich media ads. Display advertising is typically managed by a company’s marketing team or a third-party advertising agency to drive both brand awareness and direct response initiatives. Display advertising software provides advertisers with the broadest reach comparative to other advertising channels, as it is among the most common form of online advertising. [**Mobile advertising software**](https://www.g2.com/categories/mobile-advertising) **—** Mobile advertising software helps companies advertise on mobile devices such as smartphones and tablets. These products enable advertisers to buy, manage, and place mobile ads; this includes mobile banner and video ads, interstitial ads that take up a device’s full screen, or ads that appear in mobile applications. Mobile advertising is typically managed by a company’s marketing team or a third-party ad agency to drive both brand awareness and direct response initiatives. [**Social media advertising software**](https://www.g2.com/categories/social-media-advertising) **—** Social media advertising software helps companies advertise on social media sites. Social media advertising products allow advertisers to buy, manage, and place social ads to reach the wide-spanning audiences using these sites. Social media advertising is typically managed by a company’s marketing team or a third-party advertising agency and can be leveraged to drive both brand awareness and direct response initiatives. [**Video advertising software**](https://www.g2.com/categories/video-advertising) **—** Video advertising software enables advertisers to buy, manage, and place video ads on websites. Video advertising is typically managed by a company’s marketing team or a third-party advertising agency and can be used to drive brand awareness and direct response initiatives. Advertisers may elect to use video advertising due to the possibility of higher engagement rates and better conversion numbers compared to other channels.