The WARC Guide to performance marketing

This WARC Guide provides a summary of new thinking and best practice on performance marketing.
  • Changes to performance marketing include measurement metrics and increased complexity in media with multiple channels becoming more addressable and shoppable – this is in addition to the rise of retail media and changes in search.
  • Adding in brand building can improve the effectiveness of performance marketing, and make campaigns more efficient when growth starts to plateau on pure performance.
  • The move to privacy-based tracking means that a combination of measures is now the best strategy; attribution still has a place, but best practice includes MMM and experimentation.
  • Artificial intelligence and automation are being used in the major platforms for media...

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