)
)
)
Joined-Up Media Planning: Stop Selling Channels. Start Planning Campaigns
The best partnerships aren't built around inventory; they're built around objectives. This session explores what it actually takes to shift from channel-first selling to campaign-first planning — how to have different conversations with brand partners, how to connect retail media to the wider media mix. We'll tackle the measurement challenge head on: how do you prove campaign impact across channels when audience identity, attribution and incrementality remain inconsistent across networks?
