"A new State of the Industry report, sponsored by PubMatic, took a deep dive into how marketers are refining their performance marketing strategies in the face of unprecedented addressability challenges and shifts in consumer behavior."
"Impressively, 82% of brands surveyed are no longer thinking about the marketing funnel as the traditional linear model that has long been espoused within the industry - and that has big implications for the future of media."
"As brands build their performance marketing mix on the open web specifically, they are prioritizing connected TV and OTT as their leading channels, along with contextual targeting as their primary strategy."
"At the same time, the research also found that the lines between performance and branding budgets are blurring, suggesting performance efforts - particularly on the open web - might be even more well-funded than these figures indicate."
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