The calendar flips to October, and a familiar feeling washes over ad agencies: the final, frenetic push for their retail clients' holiday campaigns. For years, the battlefield has been primarily online. Agencies have expertly navigated programmatic ads, social media blitzes, and search engine optimization, all vying for a click. But in this hyper-digital landscape, a new problem has emerged-one of saturation. Consumers are not just shopping online; they are living online, and as the holiday season approaches, their screens become a relentless stream of promotional noise.