This research paper delves into the challenges facing the US media industry, focusing on issues of viewability, attribution, and current investment practices. It explores the saturation of advertising, the decline in ad effectiveness, and the rise of ad blockers. Additionally, it investigates the hesitancy of brand managers to shift strategies despite apparent shortcomings. The paper also examines insights from both incumbent and smaller brands, drawing lessons from their approaches to navigating the evolving media landscape. The emergence of the Omni Channel age further complicates the scenario, emphasizing the need for a strategic reevaluation of media practices. The research proposes a new strategy to optimize media spending, considering changing consumer behavior and the shift towards an Omni Channel environment.