Cross-channel advertising software enables businesses to run campaigns across multiple digital advertising channels, including search, display, mobile, social, and video. These tools offer functionality across at least three of these channels, allowing businesses to diversify their digital marketing strategies using a single platform. Both in-house marketing teams and external advertising agencies typically use cross-channel advertising software. By leveraging such software, companies can reach a broader range of audiences while taking advantage of each channel's unique strengths. In addition, cross-channel advertising software may include or integrate with a Demand-Side Platform (DSP) for real-time ad buying. These platforms often integrate with ad networks, publisher ad servers, Supply-Side Platforms (SSPs), and app monetization tools that website publishers use to sell their available inventory.
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