Fraud, privacy, and tracking the customer journey will continue to be key issues for marketers doing omnichannel.

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Will omnichannel rule the world?

Omnichannel has been top-of-mind for marketers since the advent of digital media, and it’s hard to argue with the progress businesses have made in omnichannel marketing over the last decade or so.

Indeed, the industry has come a long way from extolling the benefits of omnichannel to today’s world, where businesses not only understand the benefits of omnichannel marketing, but are increasingly facing pressure from customers and partners to be omnichannel as a standard.

“Today, omnichannel marketing across all addressable channels and inventory, coupled with identity resolution and machine-powered optimization are table stakes for all media buyers and as a result, enriches the consumer experience,” says Dan Rosenberg, chief strategy officer at MediaMath. Not only does omnichannel execution allow you to manage the frequency of ads… but by adopting a more audience-based approach, marketers will be able to consolidate as many addressable channels as possible to enable one-to-one storytelling and messaging, no matter where a customer is connected.”

There are a few key areas of contention that continue to challenge omnichannel marketing as a concept, and marketers will likely grapple with these for…