Savvy marketers operate across channels to reach current and potential customers. While search and social media – Facebook, in particular – are still the most popular, TV advertisers can be found on just about any platform, including radio, direct mail and out of home.

In a column for AdExchanger, Tatari co-founder and CEO Philip Inghelbrecht says this is partly fueled by the drive for growth, but also from the fact that most advertising platforms have become easier to access and measure than ever before. Omnichannel strategies, however, have created a gap in TV measurement, and it’s akin to the issue of digital’s last-click attribution. A user may see three mobile ads before finally clicking through on a Google search result, but Google ultimately gets all the credit for the purchase.