The Omnichannel Trends and Insights Guide with Simpli.fi And Digiday

Writer: Luis Reyes
Date: July 10, 2025

It’s no secret: volatility has become the norm in today’s market, whether you’re a global brand with household recognition or a local shop rooted in your community. From regulatory shifts to unpredictable audience behaviors, turbulence is hitting everyone. And in a world where headlines are relentless, staying ahead of what’s next can feel like a full-time job in itself.

News cycles run 24/7, injecting uncertainty into the marketplace and influencing how consumers view the ads they see, the brands they follow, and the platforms they trust. These aren’t just media moments—they’re perception-shaping forces that marketers can’t afford to ignore.

As highlighted in “Omnichannel Trends and Insights on Marketing Through Volatility” by Digiday in partnership with Simpli.fi, seismic regulatory shifts like the recent Department of Justice antitrust ruling against Google and the ongoing legislative movements against TikTok are bringing more uncertainty to light. While information overload is no longer avoidable, marketers are being asked to navigate this complexity with clarity, transparency, and precision regardless of the amount of noise.

For many, it can feel like the only viable strategy is to keep one eye glued to market impacts and the other on campaign dashboards. But there’s a more sustainable and successful path forward.

In the recent guide developed by Digiday & Simpli.fi, we break down key trends and tactics that can help marketers stay focused, informed, and in control—even when the market isn’t.

FLEXIBLE CAMPAIGNS WILL WIN THE RACE

Time and time again, we are reminded that those who adapt, survive and thrive. As quoted in the guide, Liz Maughon, Chief Customer Officer at Simpli.fi, mentions, “When Google released its AI toolset in search results, it took up a large portion of the inventory above the fold. Or when Meta prioritized Reels over feed content, it had a big impact on results. When these things happen, some advertisers will want to revisit their media strategies.”

These platform pivots are a reminder that what works today might shift tomorrow—and brands need campaigns that can move with the market.

There’s no such thing as a “perfect” media strategy. Every campaign—win or lose—offers lessons. But those built with flexibility baked in are the ones that continue to evolve, scale, and perform across changing conditions. That’s where programmatic advertising shines. Its ability to dynamically shift spend, adjust targeting, and reach audiences across screens in real time makes it an unmatched tool for full-funnel success.

In today’s environment, trusting a flexible, full-funnel strategy isn’t just a recommendation—it’s a requirement. And with platforms like Simpli.fi, that flexibility becomes your competitive edge.

BRAND SAFETY NEEDS TO BE TOP OF MIND

Marketers put in long hours, double-checking placements and refining strategies to make sure their brands show up in the right places and for good reason. In an environment where one misplaced ad can spark backlash or erode consumer trust, brand safety isn’t a nice-to-have; it’s a necessity. That’s why more marketers are turning to multi-layered protection strategies that offer more than just surface-level control.

With transparency into placements, customizable targeting controls, and AI-powered safeguards, today’s advertisers can avoid unsafe or inappropriate content and maintain alignment with their brand values. Just as important is the flexibility to pivot quickly.

Whether adjusting creative, shifting placements, or reallocating budget in response to a developing situation, working with a single programmatic partner makes those moves faster and more effective. Bonus points if that partner offers coverage across social and omnichannel inventory, giving you more options and more peace of mind when you need to adapt.

THE HUMAN + AI ADVANTAGE

Campaigns, like anything else, always have room to grow—whether it’s tweaking a top-performing tactic, reallocating budget from a search-based strategy to an omnichannel approach, or flipping that direction entirely. Strategic shifts are part of the process, and thanks to AI, those pivots can happen in seconds. But speed alone isn’t the solution. The real question is: how do we balance fast, AI-powered results with thoughtful, human strategy?

That intersection is where the best outcomes happen. With AI now embedded into modern targeting workflows, client-facing teams are empowered to do more—with efficiency. From cutting down turnaround time to refining tactics mid-flight, AI amplifies efficiency without sacrificing strategy. And while certain decisions will always require human nuance, AI is transforming how quickly and effectively those decisions can be put into action. Ultimately, success comes down to the tools and talent behind the campaign—and with AI-enhanced platforms and expert guidance, that combination is more powerful than ever.

LEARN FROM THE PRESENT, ADAPT BETTER FOR THE FUTURE

For years, marketers braced for impact. Cookieless targeting was imminent. Mobile would take over everything. Social media was called a bubble. Pixels were fading. And AI? Many weren’t sure what to make of it. The headlines were bold, and the predictions often extreme—but in the midst of all that noise, meaningful innovation was taking shape.

While the industry prepared for disruption, progress accelerated. Today, we’re seeing the payoff: cookieless audience-building, custom targeting without third-party data, and advanced attribution models that map conversions across screens. Contextual advertising has proven its strength. Streaming TV has solidified its place in the mainstream.

These shifts, once seen as threats, have become the building blocks of a more adaptable, performance-driven future. Streaming TV advertising is no longer just a top-of-funnel tactic—it’s delivering the kind of measurable impact once reserved for display and desktop. With full-funnel attribution, unified audience insights, and the ability to optimize in real time, marketers now have the tools to learn, adapt, and scale without missing a beat.

CHOOSING A STRATEGIC PARTNER READY FOR CHANGE

With so many platforms, tools, and promises competing for your attention, it’s easy for everything to start sounding the same. Everyone claims better targeting, smarter data, and bigger results—but when you’re juggling priorities and pressure, choosing the right partner becomes more than just a line item – it’s about trust

You need a partner who feels like an extension of your team—providing clarity, not confusion. One that offers transparency on performance, visibility into where your ads are running, and actionable insights you can rely on. In a landscape full of noise, real partnership stands out.

More Than an Advertising Vendor: How Simpli.fi Works As Part of Your Team

• Gain full Transparency of where and how your ads appear
• Collaborate with an award-winning client success team focused on performance
• Unlock access to premium inventory across streaming TV, a full stable of channels, omnichannel platforms, and leading social media channels
• Depend on tools to pick up fraudulent impressions through advanced verification and placement safeguards
• Boost engagement by ensuring every dollar is spent with precision and purpose

As a trusted programmatic DSP partner, Simpli.fi provides agencies, brands, and media organizations with end-to-end transparency, unparalleled data-driven capabilities, and a flexible approach that adapts to your unique needs. With Simpli.fi, advertisers can confidently execute full-funnel marketing strategies, optimize ad spend, and stay ahead of the competition.

 
Ready to take your strategy a step forward?
Read the full guide and get access to all of the trends and insights here. Connect with your Simpli.fi team or email us at hi@simpli.fi and discover how we help you stay ahead—one strategy at a time.

Luis Reyes Sr. Manager of Content Marketing | Simpli.fi Luis Reyes is a dynamic leader in content marketing, recognized for strategically elevating brand presence and driving impactful results. As the Senior Manager of Content Marketing at Simpli.fi, he leverages extensive expertise gained from previous roles, including Senior Client Success Manager for national advertising agencies and enterprise clients, Marketing Content Creator at a leading healthcare services provider, focusing on brand mergers and project management, and Sales Account Manager at a prominent digital marketing firm, where he secured and managed national and regional digital marketing campaigns along with creative work. His diverse experience and forward-focused approach solidify his status as an authority in today’s competitive marketing landscape.