According to Anupam Gupta, Chief Product Officer at 4C, there are six key considerations when it comes to planning converged media campaigns across those many platforms:

1. Audience identification
2. Creative adjustment
3. Planning
4. Activation
5. Measurement
6. Optimization

Media companies are trying to put together all their portfolio of assets in one place such that marketers have a better experience,” said Gupta. “What marketers are faced with is, ‘How do I work across closed ecosystems?’