Next in Media · 2026-06-11 · 22 min
Achieving true cross-channel attribution remains an uphill battle as walled gardens restrict access to critical log-level data. Georgia Pacific's Vice President of Integrated Media and Brand Analytics, Javier Bustillos, reveals how his team combats these fragmentation challenges by accelerating in-house Marketing Mix Modeling and adopting a disciplined, test-and-learn approach to automation. Key Highlights Walled gardens continue to choke cross-channel attribution by withholding log-level data, forcing brands to rely on a mosaic of complementary measurement frameworks rather than a single source of truth. Strategic mass awareness is shifting toward a hybrid model that blends broad linear reach with hyper-targeted digital video tactics like CTV and YouTube to balance scale and precision. Premium addressable and data-driven linear television formats frequently fail to generate the performance lift required to justify their steep upfront cost premiums. Independent content creators should be treated as dynamic ad formats and flexible engagement assets deployed across diverse platform verticals rather than being siloed as a standalone media channel.
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