The document explains the challenges brands face when building their own media networks to deliver cross-channel advertising. While options include developing a fully integrated platform, combining fragmented technologies, or relying on managed services, each approach requires significant expertise, time, and resources. Creating a unified system can be complex and may limit a brand’s ability to fully understand customer behavior. To address this, a newer approach focuses on extending campaigns beyond owned channels through off-site advertising across the open web. This allows brands to reach a broader audience, generate demand, and demonstrate measurable impact, helping improve engagement and drive revenue more effectively.

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