The state of performance marketing | Channels, distribution, conversions and managing advertiser success

This State of the Industry report, sponsored by PubMatic, examines how marketers are adjusting their performance marketing strategies and allocating resources outside of walled gardens for success now and in the future.  

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. 

But the reality is much more complex, and as brands face budget constraints, addressability changes and shifts in consumer behavior, the channels they rely on and how they distribute their advertising continue to evolve. 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.

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