Performance marketing has cemented its position as the dominant paradigm for advertisers on the hook for ROI. The basic formula is simple: Marketing teams build their campaigns around specific goals and measurable outcomes - making the most of their budgets by recalibrating and optimizing their way to more impactful results.
Marketers' fixation on driving an uptick in sales and revenue is stronger than ever this year, and to do so, teams are leaning even further into performance marketing while diversifying their strategies beyond walled gardens - and taking the huge opportunity of the open more seriously.
As performance marketers expand their campaigns across the open web, they experience greater flexibility, control and quality in their media opportunities, leading to improved ROI compared to walled gardens.
Marketers are shifting away from the traditional marketing funnel and are instead opting for a more dynamic, data-driven and customer-centric approach.
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