Profit From Performance Marketing’s Dilution

Performance marketing — as a category — is diluting now that nearly every element of marketing, from channel-specific tactics to creative testing to brand building, touts performance benefits. As performance marketing dilutes, cost pressures, data deprecation, incompatible currencies, and diminishing returns challenge marketers to hold all channels accountable to profitable outcomes. This report helps marketers take advantage of these challenges by unifying offline and online channels to profit from halo effects.