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How to strengthen your identity foundation for winning omnichannel campaigns

Omnichannel advertising requires a strong identity foundation. When done right, media buyers can launch campaigns that capture attention across a variety of platforms and drive conversions.

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By integrating your omnichannel and identity strategies, you can connect with consumers in a way that’s personal, timely, and relevant, creating memorable experiences and encouraging long-term loyalty. That’s because different channels — whether digital audio, over-the-top (OTT) including connected TV (CTV), broadcast video on demand (BVOD), or digital out-of-home — require different IDs. Want to learn more? We’ll show you how to support your omnichannel campaigns with a strong identity foundation. 

The impact of omnichannel on purchase decisions 

Advertisers across categories are seeing success with a connected approach for omnichannel advertising. For example, IKEA Australia achieved a 10% reduction in customer conversion time after connecting more than two channels.1 Lessening the time it takes for consumers to make purchase decisions is essential for efficient campaigns. 

Connected omnichannel campaigns also had a positive impact on cost per action (CPA) and cost per household (CPHH) KPIs for campaigns running on our platform over the course of one year. Our platform analysis revealed a 14% CPA and a 21% CPHH reduction with each additional channel added to existing CTV campaigns.2 

Orange data vis chart displaying the "Impact on CPA and CPHH when additional channels were added to CTV campaigns"

The use of several integrated channels can also strengthen consumers’ emotional connections with your brand. For example, consumers in Australia are 1.5 times more likely to feel connected to a brand presented through an omnichannel experience compared to those presented with disconnected campaigns.3 Channels like CTV and display can boost storytelling and emotional impact, which can drive quicker and more meaningful purchases. 

With graph solutions like our Identity Alliance, as well as upgraded identifiers like Unified ID 2.0 (UID2), which are designed to collapse the silos across channels, you can reach your customers in the moments that matter most. 

4 keys to bolstering your identity strategies 

An omnichannel campaign is only as successful as your ability to create a cohesive brand experience by connecting the dots between individuals across touchpoints and devices. To that end, you can leverage identity solutions across channels to deliver personalisation and a seamless experience at every step of the purchase journey. Here’s how: 

  • Precise targeting: With a unified view of customer identity, you can accurately target customers across all devices and touchpoints, providing consistent messaging. The unified view gives you more choices and allows you to buy the right impressions. 

  • Efficiency: Frequency capping on both the individual and household levels can prevent consumer overexposure and reduce ad fatigue, helping you ensure your budget is spent more efficiently. It can also allow you to select the most efficient channels at a given time for a viewer, which can help you work toward shortening conversion time and reducing media costs. 

  • Measurement: You can measure and attribute sales and conversions across all devices to help you gain a clearer picture of ROI. With accurate cross-device measurement, you can understand which channel combinations are driving results and optimise campaigns in real time, based on the data. 

  • Data wealth: You can use the conversion and impression data to help improve campaign performance, utilising real-time insights to refine the strategy available in our log-level data feeds. This can serve as a source of customer, campaign, and market intelligence for your brand and your business. 

All of these capabilities are standard on our platform and can be further enhanced by layering on durable IDs (like UID2 and RampID) into audiences to further stabilise the identity framework that a campaign needs to run. 

A robust identity strategy can lead to a seamless omnichannel experience for you and your consumers. Together, identity and omnichannel can help you drive more value for your campaigns. 

How to start combining your omnichannel and identity strategies 

  • Begin with a scaled audience foundation: Building a well-defined audience base is the first step. You can either upload your first-party data or find quality third-party data in our marketplace to refine your targeting. 

  • Pick the right KPIs: Because connected omnichannel campaigns work together toward the same goal, you’ll want to choose the KPIs that align with your campaign objectives. Reach is not the only indicator of success, so consider looking at other actionable metrics. Some KPIs to keep in mind include CPA, CPM, ROAS, time to conversion, and so forth. 

  • Test and measure: Continuously test different variations of your campaigns across channels, optimise sequencing, and refine creative assets to measure performance and help you improve results over time. 

Put these insights into action by contacting your account representative at The Trade Desk today. 

Not yet a client? Contact us to elevate your advertising with omnichannel and identity strategies. 

Sources: 
1. The Trade Desk, Resource Desk, “IKEA builds on omnichannel success to drive 339% increase in conversions,” 2025. 
2. The Trade Desk, platform data: “Global Analysis of Campaigns with CTV,” FY 2023, n=550,387. 
3. The Trade Desk Intelligence and PA Consulting, The Untapped Opportunity of Omnichannel Study, Australia, January – March 2025. 

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