The Limits of Single Channel Programmatic Advertising

https://www.emarketer.com/Article/Study-Marketers-Renew-Interest-Cross-Channel-Attribution/1015595

I've always wondered what the limits were for the advertising swing to single channel programmatic ad buying. Although no one seemed to give it much thought, there had to be a point where the emphasis would swing back the other way to a point that utilized several channels. It makes sense that this would occur as companies are able to gather more and more data and ultimately implement tactics such as dynamic offers and UGC.

With everything moving online, offline advertising has gotten little attention but that also seems to be coming back around. There are certain human habits that aren't prone to change as quickly as the digital revolution, which is why we are seeing this shift. For instance, many people still like to go into stores and be able to touch what they will ultimately purchase. That is unlikely to change in the near future despite the ease of purchasing online. The emphasis on cross channel marketing makes sense as it addresses both our human tendencies and the fast pace of innovation.