Today's marketers have a myriad of data and technology tools to use in their quest to target and engage with individual consumers. Between these tools and programmatic buying technology, any brand can now create what can appear to be a foolproof digital advertising plan. But sometimes, having niche targeting as a primary objective is at an advertiser's peril.

It's now commonplace for media companies to execute distributed campaigns for marketers that span owned-and-operated sites, mobile apps, offline experiences, and fast-growing social platforms. When executed correctly, distributed campaigns can reach larger audiences and provide more meaningful engagement, driving better business results for marketers. Here are four questions every marketer should consider when embarking on a distributed campaign:

Reactions to the phrase "branded content" today span a spectrum from "the only way to reach an audience" to "a thinly veiled attack on what's left of journalism." While there is an element of truth to both statements, I think we can all agree that they are both a bit extreme. Branded content is a significant growth opportunity for established media publishers and startups alike, and it's here to stay -- so what's the best way to approach it?

When Instagram rolled out its Stories feature, publishers were fighting to be the first on the platform, an example of the race to the latest trend that has become a part of the media's digital transformation. But Derek Flanzraich, founder and CEO of Greatist, a five-year-old site focused on healthy living, doesn't believe in following the trends. "We see this odd cycle in media where there's a heavy overdependence on a platform that can be used and abused for views," he said.

Supply-Side Insider discussed industry issues with Scott Gatz, CEO and founder of Q.Digital, a multi-brand publisher targeting the LGBTQ market, whose properties include Queerty and GayCities.